The real reason donors give to nonprofits

Why do donors give you money?

It’s pretty simple, really, as articulated at the MarketSmart blog, VALUE:

People will pay to feel good.

There’s a lot behind that, of course: A lot of different kinds of feeling good and different causes for it.

But keep this in mind: The main thing you have to give in return for their money is how you make them feel. Then you’re most of the way to smart fundraising and excellent donor relationships.


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2 responses to “The real reason donors give to nonprofits”

  1. Thanks so much for sharing Jeff!

  2. Thanks so much for sharing Jeff!

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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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