2 common assumptions that dismantle your Donor Love

Are you getting Donor Love wrong?

If you are, you aren’t alone.

A common way Donor Love goes off the rails and becomes something like Donor Indifference is two bad, but common, assumptions, according to a very helpful post at Clairification: Two Ways Nonprofits Get Donor-Centered Fundraising Wrong.

Those assumptions:

  1. People don’t want to be asked.
  2. People don’t need an ask; they will simply give spontaneously as a result of being wooed.

These assumptions are bad, because they ignore basic truths of the human mind.

Here the better assumptions, according to Clairification:

  1. Donors want to be asked because they’re starved for the love that comes from giving and receiving.
  2. Donors need to be asked because when they’re not, they don’t know how much you need their help

You’ll spread around a lot more Donor Love if you work from those assumptions.


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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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