A ten-week series on things you should know about fundraising.
Belief is enough.
You don’t have to educate donors how your programs work. That’s not only unnecessary, it’s counter-productive. Tested again and again, showering donors with facts and “how it works” decreases response.
When you explain, you encourage donors’ analytic, “error-seeking” mind to fire up — and fundraisers almost always lose out when donors are thinking that way. Even more likely, you just bore them and they stop paying attention.
The job of fundraising is to help donors believe they can make a difference.
This important reminder is from Wendy Wong
Jeff 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.
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