How to be relevant and meaningful to every donor

When you think about asking donors to give, which of these frameworks are you working from:

  • The donor’s generosity is one of the tools we use to do our good work.

OR

  • We are one of the tools the donor uses to do her good work.

If it’s the first, fundraising will always be an uphill battle for you. Because it’s not in tune with the donor’s framework.

In the donor’s world, you — and every organization she chooses to support — are how she accomplishes things that matter to her. She is not part of your army; you are one of her tools.

Fundraising works a lot better when you enter the donor’s frame of reference!


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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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