How to make your organization feel human to your donors

How human is your organization in your donors’ eyes?

It matters. Because a “human” organization is one they can connect with. And acting human can be hard for some organizations, especially larger ones.

Here’s some help from re: charity, at Be Human: How Your Nonprofit Can Better Connect With Donors:

  • Sell Who You Help, Not Who You Are
  • It’s We, Not Me (“we” includes the donor!)
  • Use Emotion
  • Respond, Respond, Respond (any time someone connects, it’s an opportunity to deepen the relationship — if you respond!)
  • Nix The Jargon
  • Don’t Force It (connect as much as the donor wants; don’t be a stalker!)


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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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