Donors don’t care about your great solutions … what DO they care about?

This will help you think about fundraising in a different way; Why Your Customers Don’t Care About Your Products and Services at Duct Tape Marketing. It’s about commercial marketing, but if you apply it to fundraising you just might find some new ways to get donors excited:

Your job … is to understand the problems people are trying to solve and match your solutions to those specific problems. That’s it. If you can do that, you’ve won the golden ticket.

What donor problem does your organization solve? It’s not necessarily the same as the problem your organization exists to solve.

You might see the problem as poverty. The donor’s problem might be a load of guilt and sadness about the suffering of children. Both problems have the same solution — a donation.

But the donor’s problem calls for a different way of talking about it. Talking about your “product” is almost surely not the way you connect with the donor and the problem she wants to solve.

Want some on-target specifics on how to connect with donors? On Thursday, February 15 (or Friday the 16th in some time zones) I’m offering a Moceanic FREE webinar called 3 Secrets to Telling Stories That Will Inspire Your Donors to Donate Again and Again (Even if you think you have no stories to tell). Sign up now, and I’ll see you there!


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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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