Raise More Money . . . Invest in Goosebumps!

Tom Iselin
May 13, 2018
4 min read

Updated: Dec 12, 2025

You are competing with the Big Dogs for money, but are you prepared to face them head-to-head? Here's one marketing tactic that will level the playing field.

Raise More Money . . . Invest in Goosebumps!

Did you know USC has hundreds—yes, hundreds—of people raising money for them, backed by a marketing budget in the millions?

And those Shriners commercials… can you imagine how much money they spend producing and running those ads? But let’s be honest—they work. Every time that kid Alec shows up on screen, your heart melts. You want to hug him. And then you want to write a big check.

That’s the reality of today’s nonprofit world.

No matter where you operate or what your mission is, you are competing in an incredibly crowded, competitive environment with massive institutional players like USC and Shriners.

You are David.They are Goliath.

The Competitive Reality Nonprofits Must Face

There are more than a million charities competing for a limited pool of funding, attention, and donor goodwill.

If you don’t stand out—if you don’t speak loudly and clearly—you end up in what I call the heap of the unknowns: organizations doing great work, but struggling financially because too few people know who they are, what they do, or why it matters.

Great programming alone is not enough.Great intentions are not enough.

If people don’t feel your mission, they won’t fund it.

How David Beats Goliath: Goose Bumps

You don’t compete with massive institutions by outspending them.

You compete by out-feeling them.

You win by creating:

Powerful images
Memorable impressions
Compelling ideas

Ideas that live in people’s minds.Stories that move hearts.Messages that inspire action.

This means creating:

Compelling stories
Striking images
Stunning videos
Emotional moments that give people goose bumps

Goose bumps lead to engagement.Engagement leads to giving.

Why Marketing Is Not Optional

Here’s the hard truth:Many nonprofits underinvest in marketing.

Budgets are often heavily weighted toward:

Programming
Fundraising operations

But marketing gets treated like a luxury instead of a necessity.

That’s backwards.

If you can’t tell your story well:

Who will know your programming is great?
Who will understand your impact?
How will donors feel inspired to give?

Marketing fuels fundraising.It doesn’t compete with it.

What Savvy Rainmakers Understand

Experienced fundraisers—true rainmakers—know that great fundraising is built on great marketing.

They understand that:

Positive public images matter
Clear messaging builds trust
Top-of-mind awareness drives giving
Emotion moves money

High-quality marketing creates the emotional connection donors need before they ever say yes.

“To deepen a donor’s emotional connection to your mission, have them touch your magic in some way.”

What Great Marketing Actually Requires

Creating goose bumps doesn’t happen by accident.

Quality marketing requires:

Compelling storytelling
Strong branding and positioning
Powerful collateral
Professional photography
High-impact video
Clear, consistent messaging

In other words, you need a quiver of high-quality marketing assets that consistently reinforce your story and your impact.

That takes skill. And usually, a team.

Don’t Have the Staff or Budget? Outsource It.

Here’s the good news: you don’t need a massive in-house marketing department.

If you don’t have the staff—or the expertise—outsource the work.

Look to:

Local businesses
Public relations firms
Advertising agencies
Universities and students
Freelancers and creatives

Many talented people are willing to:

Discount their services
Partner with you
Donate work once they’re moved by your mission

You may be surprised how much help is available once you tell your story well.

Why This Matters So Much

The work you’re doing is too important for people not to see it.

But it’s not enough to simply share your mission—you must share it in a way that is:

Emotional
Exciting
Memorable
Unforgettable

If your message doesn’t move people, it won’t motivate them.

Key Takeaways

You are competing with massive nonprofit “Goliaths”
You don’t win by outspending them—you win by out-feeling them
Goose bumps drive engagement and giving
Marketing fuels fundraising
If you lack internal expertise, outsource and partner
Emotional storytelling makes your mission unforgettable

Summary

Raise more money . . . invest in Goosebumps!

You can compete with the giants of the nonprofit world.

But you must be smarter.You must be savvier.And you must bring a strong sling.

Create goose bumps.Tell your story powerfully.Invest in marketing that moves people.

Because when people feel your mission, they get involved—and they write checks.

Tom Iselin

Rated One of America’s Best Board Retreat

and Strategic Planning Facilitators

About the Author

Tom Iselin is recognized as one of America’s leading authorities on high-performance nonprofits. He has built nine sector-leading nonprofits and two software companies, written six books, sits on multiple boards, and has been rated one of America’s Best Board Retreat and Strategic Planning Facilitators. His work on nonprofit strategy, board leadership, and culture has been featured on CNN, Nightline, and in Newsweek.

Tom is the president of First Things First, a firm specializing in board retreats, strategic planning services, fundraising strategy, and executive coaching for nonprofit CEOs.

Board Retreats & Strategic Planning

If you’re looking for a board retreat facilitator or strategic planning facilitator who has been in the trenches and understands real-world nonprofit challenges, Tom can help your board gain clarity, build alignment, and create an actionable plan that improves performance and impact. His sessions propel organizations to the next level of performance and impact . . . and they're fun!

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