The secret of “vulnerable fundraising”

From the Better Fundraising Bog: Your Fundraising Should Be More Vulnerable.

Vulnerable?

That’s right. Your fundraising should unashamedly admit that you need your donors. That your work doesn’t happen without their giving.

That you are not an invulnerable superhero who zooms from one big win to the next, occasionally slowing down to let donors know they could bask in your awesomeness by giving now and then.

Saying I need you!

You know this from your personal relationships. Maybe you’ve been close to someone who never admitted they need you. How did that go?

It’s the same with fundraising. Donors need to be needed. They long to be important, to make a difference, to matter.

Superhero fundraising locks them out!

As the Better Fundraising Blog says:

I think one of the reasons there’s a massive donor retention problem in Fundraising is that most donors feel so little connection with the organizations they donate to. And I blame that mostly on poor donor communications. Most nonprofits are constantly talking about themselves and taking credit for everything they’ve done. You can look at the materials of many organizations (especially their websites!) and never know they even have donors.

Take a good look at your fundraising.

Does it approach donors with vulnerability and say I need you?

You will raise more money when it does!


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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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