Why fundraising is all about the heart

What causes donors to donate?

Once you have an answer to that question, you are on your way to effective fundraising.

Here’s a good look at that from the Veritus Group Blog, at Let Your Heart Show:

… start with the premise that major gifts are not about money, taxes, power or standing. Instead, it is a thing of the heart…. And if you operate with this belief, then your core objective will be to connect your donor’s heart to the cause.

I have two things to add to this:

  1. It’s true about all fundraising, not just major donors. People give from the dictates of their hearts. If your fundraising is based on facts, figures, and amazing arguments for the importance of your cause, you will be left high and dry, no matter which donors you’re connecting with.
  2. Now and then, a donor (most typically a major donor) does come up with other reasons for giving. And sometimes those reasons can lead to attempts to distort your mission to their preference. It can be tempting to go along with it in order to secure a large gift. Don’t let that happen! It’s unethical, and in the end it doesn’t help your cause — or the donor.


Comments

2 responses to “Why fundraising is all about the heart”

  1. David Patterson Avatar
    David Patterson

    Any tips on how to get our non-profit to alter its course from #1?

  2. David Patterson Avatar
    David Patterson

    Any tips on how to get our non-profit to alter its course from #1?

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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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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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