What charitable giving feels like for donors

Here’s what fundraising and giving looks like to us fundraisers:

Fundraisingus

We think we are leading an army of “our” donors in the great work that our organizations are doing.

That’s not how it looks to our donors…

Here’s what giving looks like to donors:

Fundraisingdonors
In the donor’s world, she is not part of “your” army of donors. It’s almost exactly opposite. Your organization is part of “her” army — the charities she has assembled to accomplish her mission in life!

When you understand this, you can change your fundraising to a new and more relevant orientation. You stop trying to recruit donors to be part of your amazing mission. And you start asking to be part of the donor’s amazing mission.

You stop talking about yourself.

You start talking about the donor, and how giving to you accomplishes what she wants to make possible. Her action. Her values. Her mission.

It’s a fundamental change that makes all the difference!

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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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