What bad ads, bad cover letters, and bad fundraising have in common

Here’s another truth from Roy H. Williams’ MondayMorningMemo that’s not at all aimed at fundraising, but speaks a great truth that can help you be a much better fundraiser. How to Win BIG if You’re a Millennial:

Bad ads are about you, your company, your product, your service.

Good ads are about the customer and how their sun will shine brighter, the air around them will glitter with magic, and the stars in their darkness will twinkle more richly if they choose to bring you into their world.

If you’re wondering why he addresses this specifically to millennials, it’s because of the topic of the post. It’s about the cover letters to resumes he’s been getting from young job seekers: The letters are almost all about “what I want out of the job.” Not “what I have to offer your company.”

If your cover letter is the latter, you’ll stand out in the crowd in a big way.

But it’s also a fundraising truth.

Make your message all about what’s in it for the donor, instead of what’s in it for the organization … and like the millennial who’s not staring in the mirror, you’ll stand out.


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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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