Why your donors feel a connection — if they do

The reason your donors donate may surprise you. It’s not necessarily the same reason you think it should be. It’s almost always for emotional reasons — not the iron-clad rational reasons you may be putting out there. Here’s a helpful look at this sometimes missed connection from Gail Perry’s Blog, at What is Your Donor’s Emotional Connection?

Fundraisers approach donors far too intellectually and neglect the emotional connection…. Most donors have a specific reason for wanting to support a nonprofit. And it has to do with how they FEEL about their organization’s work. It’s all about their personal values- what they believe in and what they hold dear.

It’s hard to see through someone else’s eyes, especially when the view is different. But it’s the secret to effective fundraising.


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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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