Is ‘Selling’ A Dirty Word In The Nonprofit Sector?

The nuanced topic of “selling” within the nonprofit sector, shedding light on common misconceptions, presented by co-hosts Tony Beall and Julia Patrick.

Julia kicks off the show by introducing the new Fundraisers Friday initiative. “We think that this concept, this epic task that fundraisers have, deserves its own day,” she declares, whilst Tony Beall, renowned for his expertise in the nonprofit world, adds a touch of humor and big picture clarity to the conversation.

The focus of this episode revolves around the idea of “cause selling,” a term Tony introduced to Julia years ago. “In fact, we are all selling and we are all selling all the time,” Tony explains, emphasizing that in the nonprofit context, selling involves promoting solutions, ideas, and community needs to passionate supporters. This approach, he argues, is integral to successful fundraising. Julia concurs, sharing her personal experience. “If I had been educated on this process when I was a young community leader… I would have raised millions more for my community,” she admits.

Tony elaborates on the cause selling curriculum from the Fundraising Academy at National University, noting its efficacy. “We had folks that would come out of that program… raising a lot more money for their organization,” he states, which ties into the importance of professional development in enhancing fundraising outcomes.

The conversation also looks at the stigma associated with the term “selling” in the nonprofit world. “No one wants to feel like they’re working in transaction mode,” Tony acknowledges. However, he stresses that many aspects of fundraising, from OKRs to KPIs, inherently align with sales principles, advocating for a shift in perception.

Julia and Tony agree on the necessity of transparency and collaboration within nonprofit organizations. “Selling is a team sport,” Tony adds, advocating for inclusive involvement in fundraising efforts. Julia supports his view, and points to the role of trust and authentic communication in fostering successful donor relationships.

This dynamic exchange sets the tone for future Fundraisers Friday episodes, dedicated to empowering fundraisers and advancing the nonprofit sector’s mission.

With engaging discussions and expert advice, Fundraisers Friday aims to demystify fundraising and equip nonprofit professionals with the tools and confidence to excel in their roles.