1. Failure to Listen to the Donor's Motivation

· How does your non-profit support the donor’s vision for his or her philanthropy? For example, the donor values education and the impact it can have on individuals and society. Or the donor is concerned about climate change and is looking for a way to contribute to solutions. Or the donor cares about values-based education and wants to support access for young people.

· Take the time to learn about your donor's vision and how it supports your mission. People love to be heard. Find out the donor's passion and the reasons behind it. Find a way to connect their passion to your mission.

2. Self-Centered Solicitations

· Positioning the ask in terms of your need and not the donor’s goal.

· The non-profit is not the cause; it is the conduit to make an impact or solve a problem. Instead of positioning the ask around your deadline or dollars needed, represent the people who would benefit from the giving (students, homeless, hungry, elderly, patients). Tell the donor both the impact of giving will have on the people your non-profit represents as well as who or what is at risk if the gift is not made.

3. Lack of Dialogue with Donors

· Are you asking your donors why they give?

· Do you understand what messages resonate? Or are you applying a shot gun approach? Do you have interactive dialogue with all donors or just major donors? What would that look like? How could you scale that? What is the financial consequence of silence?

· Include your donors as you plan your annual or capital campaign, and ask for their feedback. Philanthropy begins with partnerships.