Things your donors don’t care about

Your donors don’t care about the same things you care about.

There’s only one thing you and your donors both care about: The good things you are doing together to make the world better.

The mistaken belief that all the things we in the organization care about are meaningful, important, or motivating to donors — that’s the cause of a lot of unsuccessful fundraising.

Take a look at this diagram from Queer Ideas

Fundraisingvenn

Then go read the post: The fundraising paradox.

When you internalize this idea, your fundraising will enter the donor’s world. And you’ll raise more money.


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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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