In my work as a fundraising consultant, I’ve noticed how clients tend to begin the conversation by asking about tactics and details. Typical questions:

• Who should sign our fundraising letters? (Board chair, executive director, development director…?)
• How often can we solicit our donors without annoying them?
• When we ask our board members to give, how much can we ask for?
• Which database is best for us?

These are legitimate questions, but they miss an essential point. All successful fundraising begins with your mindset and the behaviors that flow from that mindset.

In other words, before planning your tactics and attending to the details, you might need to adjust your attitude. To support your attitude adjustment, consider the follow acronym: H.E.A.R.T.

H is for Humble

Effective fundraising starts with humility. It’s OK to acknowledge that you’re learning on the job – hey, we’re ALL learning on the job – and it’s OK for your donors to know that.

Yes, you want to be organized, professional, and competent. If you’re willing to show a little vulnerability, however, your donors will respond in kind.

Here’s an example. When I train people how to conduct donor meetings, we practice with role plays. Following the exercises, I offer this suggestion.

• Pick three supporters who know your organization pretty well, or perhaps individuals who know you well.

• Contact them and say, “I’m working to improve my fundraising skills. I just attended a workshop – we did all these roles plays – and now I need to practice. May I practice with you? Just so we’re clear, it’s a real ask – I hope you’ll give – but more than the money, I really need your feedback. Will you help? Can we schedule time to talk?”

This puts me in mind of the famous fundraising cliché: If you want advice, ask for money. If you want money, ask for advice.

In this scenario, you’re asking donors for fundraising advice. How great is that?

E is for Enthusiastic

As a fundraiser, your greatest asset is your commitment to the mission. If you genuinely care about your organization’s work – educating kids, conserving land, producing great theater, creating affordable housing, whatever it is – that excitement shines through. It’s contagious.

Conversely, if you sort-of care, you won’t last long. Donors feel that lack of commitment and they won’t respond.

There is no such thing as a generic fundraiser who can raise money for any charitable cause – because nobody cares passionately about EVERYTHING. Success begins with passion for the mission.

For this reason, if you’re looking to hire development staff, consider employees from within your organization – people who’ve already demonstrated commitment to your mission – and train them to raise money.

A is for Assertive

Being assertive means asking for what you want in a clear, straightforward, unapologetic way. “We would love to have your support. I hope you’ll make a gift today.”

Let me stress the word unapologetic. So many people wrap their requests with apologies and caveats: I know this is a hard time, there are so many other great causes, I’m sorry if this feels awkward, etc. Yikes! Stop doing that!

Remember: People like to give. Giving enriches our lives and connects us to big, important, life-changing work … work that we can’t do alone. Giving feels good.

Nevertheless, most people won’t give until somebody asks. Be that somebody – ask!

R is for Respectful

Showing respect means listening to your supporters and adapting to their needs and wishes as best you can.

For example, let’s reference an earlier question: How often can we solicit our donors without annoying them?

My answer: Which donor are we talking about? In the ideal world, you know your people well enough to customize your approach. She prefers email; they like a personal conversation; he makes his primary gift every December in response to a brief proposal.

To respect your donors, ask about their communication preferences and giving calendar. Be sure to demonstrate how their gifts make an impact in your community.

T is for Transparent

Effective fundraisers (and the nonprofits they represent) have no hidden agendas. They share successes – as noted previously, please measure and report your impact – but are also comfortable discussing how their organizations are falling short.

Indeed, this creates an opportunity for donors to weigh in and share their opinions.

Here’s a current example. As we continue the struggle for racial justice, many nonprofits are taking a hard look at questions of equity, inclusion, and access in their programs, leadership, hiring practices, workplace culture, etc. It’s appropriate to share your goals with stakeholders, including donors, and look for ways to engage them in the conversation.

Attitude beats tactics every time

According to management guru Peter Drucker, “Culture eats strategy for breakfast.”

Fundraisers, here’s your translation: Your mindset – and how you model it with donors, board members, funders, colleagues, partners, etc. – is more important than your mastery of the details.

Before diving into the details, ask yourself: “How’s my attitude?”