One big secret that unleashes relevant fundraising

Why do donors give?

It’s not because your organization is superb (though that helps).

They give because they have a calling. And your organization is a tool for them to pursue that calling.

So says a great article in Nonprofit Pro: Every Human Being Has a Calling. Check it out:

… every human being on the face of the earth has a calling. Call it a voice or an inner drive or motivation; or call it a special purpose…. There is something that draws every human being to do something for others.

Recognizing this fact is really the foundation of successful fundraising.

It can lift you, the fundraiser, above the frustrating noise of tactical fundraising. It makes you a partner with your donors, not a huckster.

Remembering that your cause is a tool for your donor’s calling makes you more respectful and more bold in your fundraising. It helps you to use the word you more often and to tell relevant stories about how the donor can make the world a better place. It helps you refrain from bragging and organizational-centered brand gunk that’s aimed at insiders but has little meaning for donors.

I can help you connect your fundraising with your donors’ callings. I’m available for free 25-minute coaching sessions. Just click here and directly schedule an online conversation with me or with Sean Triner.


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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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