4 things fundraising is … and isn’t

Fundraising is heart, not head

Giving is emotional. Not a rational act. To persuade someone to give, connect with the emotions. Tell stories, don’t make the case with facts and statistics. Stats deaden people’s sense of compassion and connection.

Fundraising is about action, not education

Fundraising is about asking donors to do something specific and meaningful. Not giving them a lot of facts that will turn them into donors. You simply can’t teach someone into giving. But you can thrill them into giving by offering specific action.

Fundraising is specific, not general

“Support our cause” isn’t fundraising. It’s wishful thinking. “Feed this hungry child” is fundraising.

Fundraising is about donors, not organizations

How awesome your organization is barely relevant in fundraising. The subject of successful fundraising is how the donor can live out her values through your organization. They don’t give because your organization is great. They give because they are great.


Comments

4 responses to “4 things fundraising is … and isn’t”

  1. Once again Jeff, you nailed it in a nutshell. Great advice. — Claire

  2. Once again Jeff, you nailed it in a nutshell. Great advice. — Claire

  3. Nicole George Avatar
    Nicole George

    This is great- straight to the point. I serve on a nonprofit board and our fundraising efforts have been driven by what fundraising isn’t. This post will help me in getting the rest of my board to see what fundraising is!

  4. Nicole George Avatar
    Nicole George

    This is great- straight to the point. I serve on a nonprofit board and our fundraising efforts have been driven by what fundraising isn’t. This post will help me in getting the rest of my board to see what fundraising is!

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