Fundraising is a two-way street

If you think fundraising is all about asking, you’re missing something. You’re probably also missing a lot of donations.

Fundraising is a two-way conversation. Donors give you money (and maybe other things like time and influence). You give donors reasons to be glad they give.

Here are some ways to work on your part of the relationship, at Ann Green’s Nonprofit Blog, Ramp Up Your Donor Relations:


  • Spend as much time on your thank you letters as you do on your annual appeal letter
  • Make all your communications donor focused
  • Find ways to keep your donors engaged and make them feel appreciated
  • Find out how your donors want you to communicate with them

That first one is so important — yet so rarely done. Your thank-you communications should be:


  • Just as specific as your ask
  • Just as emotional as your ask
  • Just as powerfully written
  • Just as well designed

If you’re sending the same thank you to someone who gave to your capital campaign as to someone who gave to an emergency appeal, you are missing the power of the relationship. You are losing donors, and you deserve it!


Comments

2 responses to “Fundraising is a two-way street”

  1. I love this. I read your blog daily and consistently walk away feeling more empowered to tackle my fundraising job. Thanks!

  2. I love this. I read your blog daily and consistently walk away feeling more empowered to tackle my fundraising job. Thanks!

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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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