If you do your fundraising right, somebody will hate it

A lot of fundraisers put amazing energy into making sure they don’t offend or annoy anyone.

That’s like taking all the flavor out of your stew so nobody will dislike it. As WordofMouth.org says, if you’re doing it right, Someone has to hate your brand:

Your brand loyalists will love you. But, there’s no yin without the yang. In other words, if some love you, others will hate you. You can’t be everything to everyone and be a strong brand.

Aim your messaging at those who get it. Who understand your cause. Who belong to your tribe.

Forget everyone else. They aren’t going to give anyway. And their disapproval doesn’t hurt you in any way.


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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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