Narcissism Is Costing You Money
Stop talking about how great you are and start talking about your impact.
Here’s what I don’t get.
We’re all in the business of fundraising—whether it’s convincing people to subscribe to your Substack, donate to your nonprofit, or buy lemonade from the kids on the corner.
So why does no one talk about the role of brand in fund, friend, or community-raising?
I call it organizational narcissism. This is the “enough about you, let’s talk about me” approach to raising or making money, no matter what your mission is.
It’s only the “you” that matters here, instead of the “why” anyone should care. Why do you matter to the people you’re trying to reach?
It’s the difference between saying, “We’re here to make the world better,” and, “Here’s why your support makes a difference—to you, to the mission, to the world, [fill in the blank].”
Creating a real case for support means you’ve got to shift that narrative or the money will only dribble in. It’s not about your mission statement, your tagline, or your logo. Donors don’t give because your branding is pretty; they give because your work connects with who they are and what they care about.
If you can’t connect those dots, aligning their vision for a different, better, more meaningful future, you’re leaving money on the table.
What Fundraisers Get Wrong
What do directors of development, fundraising consultants, chief development officers, campaign managers, grant officers, and other leaders in philanthropy consistently get wrong?
They focus too much on what their organization is instead of why it matters.
Donors don’t write checks because you have an expensive case statement. They give because they see themselves—their priorities, passions, and aspirations—reflected in your work.
Your job isn’t to sell your organization; it’s to show donors, subscribers, readers and friends how putting their shoulder against your wheel will make them a better person.
It’s that simple.
Tell Stories That Matter
The heart of effective fundraising lies in storytelling.
A strong case for support doesn’t just list what the organization does; it paints a picture of what could be. It’s about creating a narrative that positions a gift or purchase as an investment in their personal vision for the future.
It answers questions like:
Why does this work matter to the world?
How does this work align with your own priorities and values?
What change will your gift create—and why is that change urgent, essential, or exciting?
Take the high road. Elevate your narrative. Stop talking about how great your organization or newsletter is and start talking about impact.
Talk to both head and heart. Give prospects a story they want to be part of.
How to Fix It
Can’t get out of your own way? Here’s my Rx.
Revisit your case statement of newsletter description. Does it sound like a book report, or does it read like a story you can’t put down?
Audit your donor/subscriber communications. Just listing facts and figures? Or are you inviting people into a compelling narrative?
Connect to donor aspirations. Tell people exactly how their support aligns with the things they care about.
Brand is not just a spoke on a crowded wheel. It’s the central hub from which every spoke derives meaning. It’s at the heart of ALL effective fundraising.
And not for nothing: branding is hard, hard, hard. It’s never DIY. Let me help you create a brand that moves people to give – and give big.
I’m Lyn Chamberlin, founder of The Brand Dame. I specialize in helping nonprofits, businesses, and entrepreneurs develop brands that build visibility, deepen engagement, and maximize fundraising success. Learn more about my work at www.thebranddame.com.
Connect with me on LinkedIn.
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This is great. I think sometimes we struggle with why something matters to the world when it maybe doesn’t - it’s hard to admit that - and so we don’t do things often enough simply for the joy. We lose our creativity and our connection and pretty soon we’ve downgraded ourselves to a very low level of empathy capacity. I feel like that’s when organized narcissism takes hold. It’s no longer a brand with associations of joyful ideas or trust - it’s just a hollow narrative that can be controlled.
Outstanding post, Lyn. Especially in public policy and advocacy I see a lot of "Read my latest!" "This is our one-pager!" "Read our..."
It focuses the message on "Me/I/US" instead of the reader (or allie, donor, supporter).
Share how your work makes an impact or the value you are providing.