“I’d rather clean toilets.” Recently, I was working with an organization’s Board on techniques for successful fundraising, and this was an actual comment from one of the members. Doesn’t that just about say it? For a lot of people, that’s how they would characterize their attitude toward fundraising.

Money is one of those topics, like sex or politics or religion, that tends to be off limits in polite company because it evokes strong feelings and deeply held opinions. Everyone has a “money autobiography,” a story of their particular life experience with money, that shapes how they think about money. And how you think about money affects your attitude about fundraising. If that attitude is negative—surprise, surprise—your aren’t going to be effective in any fundraising activity.

Not everyone has a negative view of fundraising, but many do. Lots of people have trouble just talking about money, much less asking other people for it. Maybe, like many of us, you think of asking for money as “begging.” Maybe it gives you that same anxious, powerless feeling you got when asking your parents for an increase in your allowance or your bank for a loan.

It may also be true that even though you have a negative attitude toward raising money, you wish you didn’t. You wish you did like it, were good at it. Because there are causes and organizations you feel passionate about that need money to do their good work and you would love to help them get it.

So how about this? If you want to transform the attitude about raising money in yourself, your team or your Board, put the activity of fundraising into a new context. Instead of “begging people for money,” envision this activity as inviting people to do two things:

• Think about how they are using their gifts to build the community around them.
• Consider becoming part of the mission and vision of the your organization or one you are supporting by contributing a portion of those gifts (money or talent or time) to that organization.

The truth is, you’re not “begging” people for money. You’re offering them a chance to become a part of the mission, values and goals of something you care deeply about. You’re asking them to make an impact in people’s lives. Just like you do.

Tom Reid, Senior Consultant
The Reid Group