The End of Fundraising By Jason Saul
Today I would like to introduce a book I read long time ago written by Jason Saul. In his latest book "The End of Fundraising: Raise More Money By Selling Your Impact", Saul emphasizes on how the social capital market impacts nonprofit sector.
The book is divided into three parts: Capturing Your Impact, Marketing Your Impact, and Selling Your Impact.
Here are what I leant:
Capturing Your Impact
Sale is one of the most important skills to have in everything we do. It is even more challenging for nonprofit organizations, because what they sell is intangible. Nonprofits must convince the stakeholders with "value" that is hard to measure. However, it can be done and I found that in this section.
Marketing Your Impact
People do not care what you do, if you cannot give any benefit to them. The obvious benefit ones can see is the economic benefit. Impact buyers - "those who are willing to pay for the outcome you produce" - are the most likely target to purchase your impact. This book taught me how to find them and add values to the organizations for Impact Buyers to see.
Selling Your Impact
Similar to business, nonprofits need to sell and consumers (donors) need to buy. Take contemporary salespeople for example, they do not sell the products to the customers, they sell "solutions". Thus, nonprofits are the "solutions" to many problems, but how are you going to relate the problems to each one of the customers.
Overall, I love the ideas written in the book. I do believe that nonprofits have to be inside the business world if they want to be success in the contemporary world. I recommend this book to everyone who are interested in nonprofit sector.
"Shaping The Future of Business"
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