Final advice from one of fundraising’s greats

As you may have heard, the great fundraiser Jerold Panas passed a few weeks ago.

But before he left us, he prepared a post for the GuideStar blog: Nurturing Your Potential as a Fundraiser.

It’s a fitting and wonderful final piece of foundational advice for all of us from someone who really knew what he was talking about. Here’s what he had to say about being a fundraiser:

  • You are a communicator
  • Success is always coupled with perseverance
  • You are high-touch, low tech
  • You have an unwavering commitment to your organization and a near-militant belief in its mission
  • You know it has to benefit the donor
  • You practice the principle of ready, fire, aim (i.e. you don’t over-think things)
  • You have a great job in what you’re doing, a love affair
  • You pull up the roots to see if the flower is still growing (you’re impatient!)
  • Nothing is more important than integrity


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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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