Brooks’ Laws of Fundraising: Concerning Consultants and Salespeople

I realize I’m taking a risk here, sharing the Fundraising Laws Concerning Consultants and Salespeople, as you could take these as warnings against me.

The key to this group of laws is first to understand that there’s a category of consultants called Weasels. They look almost exactly like the real thing, but are usually better dressed and have better hair.

So remember these laws and equip yourself against the predations of the Weasels.

First the disturbing Law of the Increase of Weasels:

The number of Weasels active in the fundraising profession approximately doubles every three years.

This is followed by the Obvious Conclusion of the Law of Increase:

At the current rate of increase, every human on earth will be a fundraising Weasel by the year 2021. (And many actual weasels will become Fundraising Weasels too.)

Clearly, we must be vigilant. But how? The next three Laws can help:

That guy who’s telling you about a great new way to get more new donors than ever before at an amazingly low cost? He’s a weasel.

The foolproof way of telling if the weasel is lying: His lips are moving.

How to gauge the scope of his lies: The more wonderful his claims the further from reality they are.

You can actually learn something useful from Weasels, as revealed by Law of Weasel Inverse Truth:

When the weasels start saying a fundraising medium is “dying” — that’s when it’s starting to work.

Finally, keep in mind the Weasel’s View of History Law:

Everything about fundraising is going to change, but very much more slowly than the Weasels claim. And not at all in the way they say it will happen.

More Laws of Fundraising here.


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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.