A large part of campaign work includes training volunteer fundraisers--accountants, lawyers, medical professionals, engineers, business owners, salespeople, bankers, and financial advisors. Some have been a part of other campaigns, others are brand new. Some are nervous, some are excited, many are both, and almost all come with preconceived notions about what fundraising is and is not.

One of the most common misconceptions by volunteer fundraisers (and some non-volunteers) is that they need to have a strong “pitch” for potential donors. Fundraisers see themselves as a contestant on Shark Tank, ready to deliver an eloquent and convincing pitch that will persuade an investor to provide backing for their idea.

But most donors are not convinced to give, and they don’t evaluate an organization or project the same way investors look at a new business, searching for the highest return. Instead, donors support projects and organizations that uphold the values that are most important to them.

So step one in “pitching” should not be extolling the virtues of your organization, it should be working to uncover the values held by the donor and asking questions about their lives and experiences. This may have to do with your organization (Why did you first become involved with…?), or it may not (asking about other nonprofits they support and why).

What events were important and formative in their lives? Was there a special teacher, class, or mentor? Did they watch a loved one struggle with an illness, or witness the impact of a compassionate caregiver? What role did sports or the arts play for them? Uncovering a donor’s values might not happen after one question or even one meeting. It may take time for some to open up about what is truly important to them.

This is not to say you don’t need to know the facts and appeal of your organization, but take it one step further. Don’t just think of square feet or statistics, but rather about the values the organization holds and that a project is promoting.

Once you know what a donor values and you understand the values of the organization, the next step is to find where these two value systems overlap. Like your organization, a donor has multiple values of varying importance. But once you discover the sweet spot where a donor’s values intersect with those of your organization, THEN you will know how to pitch the case and ultimately secure a gift.