The secret for raising funds

It’s surprisingly easy:

Don’t instruct; inspire.

People don’t give because you’ve made them understand how you do your work. They give when they can see how your organization helps make them awesome.

They give when your fundraising makes them say, That’s something I want to do!

Not, I now fully understand these processes and I believe they are sufficiently excellent.

If donors were robots, the latter would work.

They aren’t. So it doesn’t.

Make your fundraising all about the amazing things donors can do through your organization.

Then find the people who want to do those things.

That’s the secret.


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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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