How does your fundraising make donors feel?

Does your fundraising make your donors feel like this?

Accountant

This is fundraising that asks donors to “support the cause.” Or fails to tell what exactly the donor’s gifts are going to pay for. Or that claims you’ll stop bothering them if they’ll just give one gift now.

Or does your fundraising make your donors feel like this?

Superman

This is fundraising that shows them how their giving changes the world. It’s specific, urgent, and exciting.

Both of these approaches can work to motivate giving.

But one of them leads to better donor retention and more donor upgrading.

I bet you can guess which one.

(This post first appeared on December 10, 2015.)


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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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