The top secret fundraising “trick” — like your donors

Here’s something so obvious that it’s easy to forget, from the Conversational Copywriting blog: The key to great copywriting is to like your audience.

Do you like your donors? Of course you do!

But it’s possible that you — or someone at your organization — likes something else a lot more.

Like your program, your staff, or even your marketing.

And that can torpedo your fundraising. It can make you miss the entire point and end up just wasting your money and your donors’ time. As the post notes, when you like your donor, it shows in your messaging …

There’s less self-serving blah-blah about your stuff, and more concern and caring about what’s good for your [donors]…. The way we feel about our audience impacts the way in which we write our [fundraising] copy.

It’s true. Like your donors. Thank of your fundraising as a way to serve them — not just to pry some funds out of them. Keep asking yourself, “Why would a donor want to do this? Not “Why do we need this money?” Make it about her, her generosity, her values.

Do that, and watch your results get better and better!


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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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