In fundraising, the donor is the hero; you are the sidekick

Here’s an important reminder from Katya’s Nonprofit Marketing Blog: Who is your hero? It should be your supporter. Main point:

If you want to inspire people to action, make them a part of your story, playing a heroic role in the change you seek to effect. We all want to be part of that collective narrative.

This is hard to do, because we know and see and understand the heroism of our insiders, those who work tirelessly under tough conditions, usually not making what they could make elsewhere. They inspire us, so we try to make them inspire the donors.

But in the donors’ worlds, these heroes are the sidekicks. They make the work of the donors possible, not vice-versa.

When you embrace this orientation, fundraising gets a lot easier and more successful.


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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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