Fundcrushing on Twitter: it’s still fundcrushing

Fundcrushinglogosmall

Fundcrushing: a form of fundraising that assumes donors will be moved to give if you throw enough large numbers at them.

It doesn’t work very well.

Here’s an example of fundrcrushing from Twitter:

Fundcrush1

The fact that 780 million have no access to clean water is not a reason to get involved. It is a reason not to get involved. Your tiny contribution seems to mean almost nothing in the face of that staggering number.

That’s what makes it fundcrushing.

Fundraising would show a problem the donor can solve.


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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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