How not to chase your donors away, even if you communicate with them an awful lot

One of the greatest fears fundraisers express to me is that they’re talking to their donors too much. That they’re annoying people and risk losing their interest and connection entirely.

There’s a fool-proof way to avoid that, and it’s to be relevant and exciting for them, all the time.

Here are some ways to do that, from the MarketSmart blog, at Are you communicating with your supporters too frequently?

  • Offer them a chance to feel like a hero in their own life story
  • Offer them a chance to be remembered by others
  • Offer them a chance to get information that they deeply desire
  • Offer them a chance to laugh, cry or feel an emotion they want to feel (usually thanks to a well-told story)
  • Offer them a chance to better themselves in some way
  • Offer them a chance to improve someone else’s life
  • Offer them a chance to make new friends or feel like part of their community
  • Offer them a chance to right a wrong

You see, if you make your fundraising all about your organization, you really do risk boring and annoying donors — even turning them away permanently.

But if you make your messages all about them — the amazing things they can do through your organization — they will welcome everything you have to say!


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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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