Podcast: 5 ways to drive away donors

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Are you getting too much fundraising revenue? Do you need fewer donors to support your work? Here’s how you can help solve that problem:


  1. Write and design for your coworkers (or yourself).
  2. Change the subject between your acquisition and cultivation messages.
  3. Educate your donors.
  4. Develop your website differently from your offline messages.
  5. Have sloppy donor data.

To listen, click here to download the audio file or visit the Fundraising Is Beautiful page here, where you’ll find several listening and subscription options.

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4 responses to “Podcast: 5 ways to drive away donors”

  1. Hi Jeff – I have a question about point 2. We’re a university and we fundraise for our research as well as for our students. So does that mean you wouldn’t recommend us asking our donors who’ve given to support students to support research, or vice versa?
    Or would it depend on the way we do it – i.e if we always make sure to acknowledge what their past support has been for and give the option to do that again if it’s different from the current pack proposition?

  2. Hi Jeff – I have a question about point 2. We’re a university and we fundraise for our research as well as for our students. So does that mean you wouldn’t recommend us asking our donors who’ve given to support students to support research, or vice versa?
    Or would it depend on the way we do it – i.e if we always make sure to acknowledge what their past support has been for and give the option to do that again if it’s different from the current pack proposition?

  3. I think that’s clearly a change of subject, and thus risks leaving donors behind. It may be different for some (or a lot of) donors who are really standing with the university more than the specific offer. Ideally, you could ask research donors to support research and ask student-support donors to give to students.

  4. I think that’s clearly a change of subject, and thus risks leaving donors behind. It may be different for some (or a lot of) donors who are really standing with the university more than the specific offer. Ideally, you could ask research donors to support research and ask student-support donors to give to students.

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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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