Why donors give and how to connect with them

Your donors don’t give because of what you do.

They give because of what they can do.

What’s the difference?

There’s no difference.

What you do and what they can do are the same thing.

But they are framed differently.

Here’s tired old “what we do” fundraising:

Donate today so we can do something important.

Here’s effective “what the donor can do” fundraising:

Donate today to do something important.

The two approaches are so close … yet so far.


Comments

4 responses to “Why donors give and how to connect with them”

  1. Succinct and to the point. Bravo!

  2. Succinct and to the point. Bravo!

  3. Jeff, this is a great point, and one that needs to be put into action, every day, and in multiple wats. Thanks for reminding us.

  4. Jeff, this is a great point, and one that needs to be put into action, every day, and in multiple wats. Thanks for reminding us.

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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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