Small fundraising that doesn’t work, big fundraising that does

Two kinds of ads, from The Monday Morning Memo, at Porcupi and Rhinoceri:

  • A weak ad is a bloated little porcupine. It attempts to make too many points, and none of them very powerfully.
  • A powerful ad is a charging rhinoceros. [It] drives a single point through one side of your house and out the other with all the momentum of a freight train.

A lot of fundraising acts like a porcupine: It tries to tell people a lot of little things. It assumes that if donors just acquired enough facts about the organization, they’d want to donate.

Now and then, you see rhinoceros fundraising. It’s bold and big, and says just one thing with a lot of power.

That’s what works.


Comments

Leave a Reply

What this blog is about

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.

Blog policies

Subscribe

Get new posts by email:

About the blogger

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.


Archives

Blogroll

Categories


Search the blog

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.

Recent Comments

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.

Blog Roll

someone’s blog