From the Fundraising Collective blog, great insight at I want doesn't get... a four year old talks fundraising:
... fundraising is about relationship building. It's about having a coffee with someone and having a chat. It's about finding out what they care about in the world and asking them what they would like to change or have an impact on. And then it's about discussing whether your organisation can help them to do that.
In the general fundraising world, we don't have the luxury of chatting and caffeine.
But it's the same thing. Fundraising is about showing donors that our work fits in with their mission.
They aren't supporting us; we are supporting them.
You raise money by talking about their goals and dreams and beliefs. Not by persuading them you are wonderful and deserving of their money.