There's not just one "secret" to great fundraising. And the "secrets" are not actually secret! But there are key elements common to most great fundraising efforts, and I'm going to share with you a few of the ones I've observed (and been part of) over my years in the fundraising profession.

First things first - great fundraising can only happen when those doing the fundraising are truly excited and happy to be raising money for this particular purpose.

To be successful in fundraising, passionate sincerity counts. If you count on technique alone, you will raise money from some donors, but if you combine technique with passion and sincerity, you will raise money from the full spectrum of people who are possible donors.

Whether you are a Board member, a senior executive, or a fundraising staffer: Do a gut check, and do a "heart check" as well - do you love this mission? (I invite you to read my posts on Authenticity in Fundraising and No Shortcuts to Great Fundraising.)

Another secret to great fundraising is this: Having enough financial resources to support your fundraising. If - at a minimum - your group can't pay someone with fundraising experience full-time to organize the fundraising and keep everyone moving forward together, you will find it extremely difficult to achieve great fundraising.

To achieve great fundraising, you need to invest in fundraising up front, and pay close attention to giving your staff enough resources to actually raise money, leveraging their passion and skills.

I have written about the financial investments needed for fundraising elsewhere. Check out these posts, Useful Metrics for your Fundraising Plan, and Development Directors and "Meeting Goal" on my company website.

Third (and finally, at least for today!), you need a great story to achieve great fundraising.

Why is your work needed? How are you addressing important needs? How has the community already been changed by your group's work? How will the community be further changed when you raise more funds to accomplish more?

Here are more questions to inform your story:

How are your approaches and methods distinctive and how do you know they work?
How does your work and your impact connect to the community and make a difference?
How can donors use their personal assets - including money - to help your group accomplish more of your mission?
How might it feel to donors when they have helped you accomplish more?

Here's a post on my website about developing your group's case for support: Nonprofits: Got a Case for Support?.

I hope I've covered some of the elements of great fundraising that will be meaningful to you. Remember:

1. Combine best practice in fundraising with passion for your mission. If you don't feel it, your fundraising will not be great.

2. Invest in your fundraising staff and invite them to tell you annually what resources they need to raise more money. And then respond!

3. Make sure your story is compelling to donors, and keep it sharp and updated.

May you do lots of great fundraising, this year and into the future!