How not to be a boring fundraiser

How many nonprofits have truly boring missions?

I think it’s none, or nearly none.

That doesn’t mean there isn’t a lot of really boring fundraising out there. But most of the boring stuff is that way because its creators are not connecting with donors. They’re talking to themselves.

Here’s how you can change that, from Katya’s Nonprofit Marketing Blog: Reader question: How do I make my mission sound more exciting?.

It’s pretty simple, really:

Describe your mission as a destination. Don’t talk about your process or philosophy. Talk about your outcomes.

Not everyone has causes like sick children, abandoned puppies, or natural disasters with lots of innocent victims. But I’ve worked with people who had those causes and were hell-bent on making them boring — because it was so important for them to talk to themselves, about their processes and philosophies.

If your mission sounds boring, it’s largely your own fault.


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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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