Everything I know about fundraising is encapsulated in Fairytale of New York

When you're fundraising, whether you're a charity or an individual volunteer fundraiser, it's very easy to think of the process as transactional. 

I'm running a marathon. I'll send everybody a link to my fundraising page and ask them to sponsor me. Some of them will think I'm a great boy/girl and will make a donation and others won't. Simple.

Ask and you shall receive - some of the time.

Well ask yourself this question. If you received an email containing one of these three reasons which would you be most likely to respond to?

I'm taking part in the marathon for ABC Dogs because they're a good cause.

I'm taking part in the marathon for ABC Dogs because they do great work for sick dogs

The fate of sick dogs is important to me and I know you're a dog lover, will you sponsor me to take part in the marathon for ABC Dogs.

So what's this all got to do with Fairytale of New York?

 We all remember the heartbroken Kirsty McColl singing:

You took my dreams from me
When I first found you

and as fundraisers that's often how our sponsors or donors think. We've pitched them an idea or a cause and they've decided that they believe in it too so have made a donation. And sometimes they feel a sense of loss or heartbreak if they're not sure we really care as much as we should. What happened to that dream?

But then dear old Shane McGowan comes back

I kept them with me babe
I put them with my own
Can't make it all alone
I've built my dreams around you

and this is what our donors, sponsors and supporters are waiting to hear. We took their money because they believed in the same dream or cause as we do. We've cherished their money and dreams. We've put their dreams and money together with others to make a bigger impact and no matter what happens we're keeping this dream alive.

So how can this help us by better fundraisers?

If you want somebody to give you a donation you need to share your dream. Not your charities vision but your own, the reason you get up in the morning and the reason you decided to put all that effort into training for the marathon. Share that dream of a better future and how it can be an even better future if people with the same dream would come together.

 Remember nobodies dream can come true by itself but if we build our dreams together anything is possible.