You and your special donors

Important reminder at the Analytical Ones blog: Are Your Donors Special?

If you mean they are special because they are generous people, then yes…. But don’t fall into thinking that your donors respond differently.

All donors are special. In general, they’re more educated than average. More engaged in their communities in ways beyond giving. More likely to commit good deeds. And, most important, they give. They do more than their fair share.

But don’t make the significant and common mistake of assuming they think and respond differently from all other donors. Without even looking, I can pretty much guarantee you that they don’t.

Not all donor files are the same. But the differences among them are small. If you’re smart, you’ll start from the premise that what usually works in fundraising everywhere will work for your. Then you’ll test and discover the areas of difference.

What most fundraisers mean when they say Our donors are different is really I don’t like fundraising the way most people do it. That’s a quick way to waste lot of time and money.


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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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