Seth Godin is spot on (http://sethgodin.typepad.com/seths_blog/2011/06/getting-funded-is-not-the-same-as-succeeding.html). How many times have you thought, “if I just get that loan or grant, we will be ok”? This is the classic self preservation trap. Where is the client in this thinking, where is the follow on graft? It’s not there bc we think the funding is the goal.
What would happen if we put more energy into finding more clients, driving the business forward, as you did before you had a chance of funding?
Next time you are trying to attract money, remember to put it into context; serving the client is the purpose, and the more clients you have, being served well, the better your chance for funding. If this is true, you will only need funding for the customer (to deliver a new service or better service), not you.
Obviously, many social enterprises require funding to be able to deliver the services in the first place. The mantra still applies; too many orgs are impressed with other orgs ability to get funding…this is a perverted way to look at funding. Be impressed with what they do for their clients, not the funding success. And what about your focus on your own funding? Same thing, think and sell the client experience. Avoid describing safeguarded jobs, things you can buy, etc. Rather, explain how funding makes the experience amazing for your client; perhaps describe how the service works without funding– is it delivered by others, will it perish, or can you deliver it at a different level? Don’t get stuck in “that’s the way we have always done it” mode.
Innovate, flex, and focus on the client experience. The funding will then become part of a healthy process and not the goal.
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