Appeal to a common humanity.
People who don’t believe in a higher power to protect the poor and needy may see a strong need to shore up the safety net that charities provide, says Dale McGowan, founder of Foundation Beyond Belief, as he explains what has helped him raise more than $1-million over the last three years from atheists, secular humanists, and others who do not follow organized religion.
Don’t assume these donors won’t support programs run by religious charities.
Some are very interested in spirituality even if they aren’t tied to an organized religion.
Give secular donors a choice in how to support a cause.
They like to have options, Mr. McGowan says.
Don’t be afraid to go for the heart.
Emotional appeals can work as well as those that make the case for support with data and reason, he says. But secular donors may balk if they feel manipulated.
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