Compliment the donor, not your organization

The New York Times says so!

Asking for Money? Compliment the Donor, Not Your Organization

In a great article about the motivations for charitable giving (which is part of a special section on Philanthropy) that features fundraising heroes Tom Ahern and Jen Love, among others … the headline says it all!

Asking for Money? Compliment the Donor, Not Your Organization.

If you believe that and follow it, you are most of the way to powerful donor-focused fundraising that rakes in donations!

Talk about the donor, and you’ll raise more money.

Brag about your organization, and you’ll raise less.

So few fundraisers know this. Or live by it. If you do, you’ll be among the few, and donors will reward you for it.

I urge you to print out this article and post it where everyone you work with will see that headline. Compliment the donor, not your organization! They may not listen to you or me on this — but they might listen to the NYT.

This will revolutionize your fundraising!

Compliment the donor, not your organization.


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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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