Nobody ever buys something because the company needs the money.
This is what is so baffling about nonprofits. They approach fundraising from the position of “we need funds”.
Marketing and fundraising are two sides of the same coin. Two legs of the same pair of pants.
Both should set out to first determine what the consumer/donor needs. Then build a case for why your product/program fills that need.
And if it doesn’t, find another consumer.