4 things love teaches us about fundraising this Valentine’s Day

On this Valentine’s Day, let’s look at what we know about love and apply it to fundraising.

Love can teach us a lot about fundraising, because both are built from human emotions, and both grow out of relationships.

  1. When you’re in love, you are highly focused on your beloved. She’s all you think about. She’s on your mind even when other things have your attention. Do you think about your donors all the time, or just when you need funds
  2. When you’re in love, everything about your beloved is wonderful. Every detail, every mannerism, every quirk is endearing. Study your donors. Learn every possible thing you can about them. Be finely attuned to what’s happening with your file as well as response to campaigns. Be so aware of these numbers that you have a clear mental picture of who your donors are and what specifically motivates them.
  3. When you’re in love, your beloved makes the whole world seem more beautiful. Do you see donors as only a means to an end, or do you realize that their participation in your mission further ennobles what you do? A financial gift signifies much more than the passing of some money from one bank account to another; it’s a deep, powerful connection between your donors and your cause. Think about it that way, and you’ll connect better.
  4. When you’re in love, you’re more concerned about giving than receiving. You get tremendous joy from giving. Everyone knows it’s more blessed to give than to receive. And some people also know that the best way to receive is to give. You should be thinking all the time about what you can give your donors.

Love your donors. They’ll love you back!


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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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