Three things about donors’ minds

Reminders of how donors (i.e. people) think in Katya Andresen’s column this month in Fundraising Success magazine: You Talk, Donors Listen. Main points:



  • Small, not big. The bigger the scale of what you’re communicating, the smaller the impact on your audience.
  • Hopeful, not hopeless. If your problem seems intractable, enormous and endless, people won’t be motivated to help.
  • True, not false. The more you talk about the myth, the more airtime it gets and the more people remember it.

Remembering these things will help you every time you set out to raise funds in any medium. Check it out.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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