You know you’re doing fundraising wrong if…

  • You aren’t asking the donor to do something specific and concrete.
  • Your message doesn’t repeat the call to action a few times.
  • Your message talks only about your organization, not about the donor — her values, her aspirations.
  • Your message is trying to educate the donor until she understands well enough to donate.
  • Your message is rational, and not emotional.
  • Your message includes more than one very large number.
  • Photos in your message (if any) don’t tell the same story as the words.
  • Your message has been approved by a committee of more than five people.


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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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