Fundraising inside the self-focused box

Roy Williams on why so many ads are bad:

Predictable ads are spawned when you sit inside the box and begin asking predictable questions: “What makes us different and better than our competitors? What makes us special?” Having focused your approach inward, on yourself, instead of outward, on your customers, your thoughts will accelerate in an ever-tightening spiral as you circle the drain. (See Random Entry)

This is also why so much fundraising is bad. It starts in the box: Hey everybody! We’re really great! Pay attention to our unique and effective programs! And it stays in that box where nobody gives a rip what it says.

The smart fundraising starts with donors. It thinks hard about who the donors are (not who they wish they would be). Then the message jumps out of the box: It reminds donors who they are, then asks to join their mission. Instead of We are great, smart fundraising says Let’s be great together.