Why your donors need to give to you

A lot of people in nonprofit organizations struggle with fundraising, because it feels to them like begging: socially questionable, awkward, ethically gray.

They shouldn’t. Motivating people to give is itself one of the most important things you do. In fact, it may be the most important thing you do, given the positive impact you have on your donors.

The Veritus Group blog says Donors Need to Give, More than You Need the Money, and they’re right. Here’s why:


  1. Giving Subdues the Power of Money. (Money can wreck your life. Really. But giving it away can short-circuit its power.)
  2. Giving Blesses the Giver. (The research is clear: charitable giving improves the giver’s life in many, many ways.)
  3. Giving Transforms Lives. (Of donors.)

No fundraiser should ever feel sheepish or awkward about asking for money. It the work of heroes.


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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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