Weak fundraising: I know whose fault it is

Who’s to blame for poor fundraising results? Kivi’s Nonprofit Communications Blog is ready to introduce you to them: Meet the Scary People Who Are Frightening Your Donors Away!

Look out: They’re the most scary people possible. They’re you.

You’re over-thinking, over-editing, nit.jpgcking words, choosing photos for the wrong reasons and spending way too much time going over and over your newsletter, end of year report, fundraising letters, brochures, fliers, web copy and social media.

Over-thinking and extreme nit.jpgcking are real forces for evil in the fundraising world. I’ve seen those things torpedo good programs more times than I can begin to count.

Under-thinking is bad too, but not as common or as deadly.

So think when you work on your fundraising. Think hard. But don’t enter the world of crazy over-thinking.


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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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