You are a fundraiser, not a mind reader.

You are an expert.

You do something that many of us have a hard time doing.

You help people get in touch with the empathetic parts of their brain and help them turn that empathy into partnership and investment.

This empathy helps them live from their highest self. It gives them a level of actualization that few things can do.

But, sometimes, as fundraisers, professional marketers and development experts, we encounter something that can feel strange.

We don’t know…what we don’t know.

And when we feel that feeling set in, we somehow begin to feel insecure or like an impostor. As if, if we don’t know something, there must be something wrong with us.

After all, our job is to be a professional and know everything there is to know about fundraising, right?

Wrong. You don’t have to know everything there is to know about fundraising. You just have to know, what you DON’T know.

Last week I was in Dallas speaking at an AFP (Association of Fundraising Professionals) event for their local chapter.

It was very much an eye opening experience as so many of them were excited about the prospects of using Facebook ads to get new donors, but had NO IDEA WHAT TO ASK?

Unfortunately, some of those people chose to stay ignorant instead of engage to learn what they can about this new way of finding new donors that is historic.

Before I start every talk, I ask the audience what do they hope to learn today.

Today, was no different. People had some questions about the TACTICS of Facebook, but they were missing the foundational pieces of the STRATEGY.

The tactics of Facebook are simple. Setting up ads, video campaigns, adsets, images, copy, etc.

Those are great tactics and our clients pay us nicely to help them with these things.

But the real value of what we do is what they don’t see and what they don’t really know.

When we look at campaigns we’re not just looking at tactics. We are thinking through an entire process of donor psychology.

What makes a donor give to your organization?

What is the most clear path to move them from not knowing about your organization to giving a gift using Facebook?

What offer is most likely to help them go from casual engager to active investor through Facebook ads?

Its not the tactics of Facebook or email or web or direct mail that bring people to give to your organization.

Unfortunately, this is why so many fundraisers are missing out on what could be.

If you don’t know what you don’t know, how could you possibly know if you are implementing the right strategy?

If you don’t know what you don’t know, how could you know whether you are getting the best return on your investment with your own ads?

Heck, if you don’t know, why are you going it alone?

Don’t go it alone friends.

This week I’m opening my calendar to 5 people. We are very busy onboarding new clients, but I still want to make myself available to those of you who haven’t jumped in with us yet and just don’t know what you don’t know.

If that’s you, lets hop on a quick call to discuss what you do know so I can help you figure out what you NEED to know to move your digital fundraising forward.

Here’s a link to my personal calendar so you can book a call: http://meetme.so/marksantiago