How to make your fundraising all about things your donors care about

I believe that the most common reason for fundraising ineffective fundraising is that the fundraisers fail to reach out to donors. They make it about themselves instead.

Which is boring. And rude, frankly. And doesn’t work,

Here are some hints from Hands On Fundraising that can help, at 4 ways you might be making it all about you:

  1. You make decisions about donor stewardship based only on how much work something will take. It’s far better to think about how much impact or value any activity will generate.
  2. You assume your donor is you. This is the most common problem. How something makes you feel tells you almost nothing about how it will affect donors. In fact, the more you like it, the less effective it is likely to be.
  3. You want to “sell” your donor on your organization with features. People don’t give before of your features — that is, your history, your excellence, your process. They give because the change they can make through you. That’s what you must “sell.”
  4. You are more concerned with sounding important than with communicating effectively. When you use a formal, elevated, “important” tone, all you accomplish is making yourself more distant and less likeable. It doesn’t win donors over; it drives them away.

Donors don’t give because you are great. They give because they are great. Fundraising that works with that knowledge works a lot better!


Comments

Leave a Reply

What this blog is about

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.

Blog policies

Subscribe

Get new posts by email:

About the blogger

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.


Archives

Blogroll

Categories


Search the blog

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.

Recent Comments

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.

Blog Roll

someone’s blog