Is your fundraising all out of love?

Too many fundraisers edit “love” out of their messaging. I guess it just don’t seem “professional.”

If you’re doing that in fundraising copy, you’re missing the entire point of asking and giving.

Fundraising is all about love. If it isn’t, you might as well be banging away at a gong for all the good you’re doing.

And not raising much money.

Asking and giving are activities of the heart. They always will be, no matter how professionalized fundraising is.

Don’t be afraid of love and its cousins, like compassion, kindness, caring, empathy. Instead, be afraid of operating without them.


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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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