Rules for a winning fundraising program

Yesterday, we looked at Seven Secrets of Successful Fundraising. Three days ago, it was 7 Secrets of telling great fundraising stories. Today it’s seven rules, this list from The Fundraising Authority: The 7 Fundamental Rules of Amazing Donor Communications. Is there some seven in the air?


  1. Look at Donor Communications as a System and a Process. (It’s not just one ask and one gift. It’s a relationship.)
  2. People Like to Feel Like Part of a Team. (Treat your donors like insiders.)
  3. Donors Like to Invest in Causes Bigger that Themselves.
  4. Write for Your Readers, Not Your High School English Teacher.
  5. Appeal to Your Readers’ Emotions
  6. Talk About YOU and WE Not I and ME
  7. Make Your Communications a Two-Way Street


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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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