Podcast: Does your fundraising subtext tell donors they matter, or that they don’t?

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What’s the subtext of your donor-communications stream? That is, what’s the overarching message they’re getting, even though you might not be saying it out loud?

For many organizations, it’s:

  • We’ve got this.
  • We’re taking care of the problem.
  • You can partner with us if you like.

But for the really effective fundraisers, the subtext is more like this:

  • There’s a problem.
  • We’re looking for great people like you to help solve it.
  • Are are helping solve it!

This is the basis of donor love. The big message you communicate with them.

We’ll show you how to change your subtext into one that thrills and involves donors — and keeps them giving.

To listen, click here to download the audio file or visit the Fundraising Is Beautiful page here, where you’ll find several listening and subscription options.


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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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