What you’re really doing when you’re fundraising

Fundraising is not arguing or persuading people into giving.

It’s selling them the joy of giving.

Arguing doesn’t work because it misses the point — the donors’ point.

Selling joy works because it speaks to donors where they are.


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2 responses to “What you’re really doing when you’re fundraising”

  1. There’s also a sense of being part of a large community of people creating the world they want to live in. So perhaps it’s not so much about selling as welcoming them into the team; their cash is as much part of the solution as the work of the charity’s staff, it’s symbiotic.

  2. There’s also a sense of being part of a large community of people creating the world they want to live in. So perhaps it’s not so much about selling as welcoming them into the team; their cash is as much part of the solution as the work of the charity’s staff, it’s symbiotic.

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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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