Too Long; Didn't Read
In the word fundraising, there’s the word “raising” and that’s essential to understand why it’s not an easy task to accomplish. When you’re asking someone for funds (or anything else for a matter of fact) you’re implicitly raising their hopes for some sort outcome and (unfortunately) more often than not, in the Western world, a return. So while the vast majority of people involved in fundraising generally focus on the “what” of their bidding, they should actually spend more time on the “why” because that’s what discourages most benefactors to take part.