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)

Box

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.


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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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