Book Review: It’s Not Just about the Money

It’s Not Just about the Money by Richard Perry and Jeff Schreifels

Notjustmoney

Fundraising is about money. But if you think it’s just about the money, you’ll struggle as a fundraiser.

That’s the most important takeaway of this new book on major-donor fundraising. Which, you may have noticed is a truth that transcends major-donor fundraising.

And that’s why you should read this book, no matter what areas of fundraising you work in.

(Disclosure: I know the authors well; they are friends and former colleagues. I wrote the book’s foreword.)

If fundraising isn’t just about money, what is it about?

…it’s about love. Giving is one of the deepest, most powerful, and long-lasting ways human beings can express love. It’s a primary way people can live out their values and care for one another.

As a fundraiser, if you forget that, you’re lost.

But don’t think the book is all philosophy and no teeth. It gets relentlessly practical about what it takes to successfully cultivate major donors. You might be surprised to learn that effective major-donor work is not mysterious magic, but the product of planning, discipline, and measurement. Just like everything else that works.

Let me give you an example from the book. Chapter 7 gives the seven pillars of major-gift strategy:


  1. Cultivate the Right Donors
  2. Establish a Revenue Goal for Every Donor
  3. Create a Strategic Plan for Every Donor
  4. Ask Donors for Support
  5. Thank Donors
  6. Report Back
  7. Be Accountable

If you are not involved in major-donor work, this is good advice for any kind of fundraising. The details of you how do it are different, but following this list will make you a better fundraiser.

A lot of major-donor programs founder because they’re treated like magic, not like a professional practice with knowledge and measurable goals. This book can help you turn around a program like that.

It can also turn a struggling organization that’s failing to connect with donors because they’ve made the whole conversation just about money — which is not motivating for donors of any amount.

If you have either of these problems — and we all do to some level — read It’s Not Just about the Money right away.


Comments

Leave a Reply

What this blog is about

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.

Blog policies

Subscribe

Get new posts by email:

About the blogger

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.


Archives

Blogroll

Categories


Search the blog

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.

Recent Comments

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.

Blog Roll

someone’s blog