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16 January 2013

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You're spot on. But when it comes to many national health charities the technique you describe is typical. No story, some facts and figures and people give, because well, we've all been touched by cancer, or diabetes, or heart disease. But it's also why national health charities tend to have the lowest average gifts. Perhaps some testing with real stories that donors can relate to may help boost that average gift. Or perhaps they've done the testing and have found it doesn't move the needle for them or is too costly, since a story takes more time (and material) than the typical single or double buck slip appeal.

Thank you for helping me see that less is more.

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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.

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JeffJeff Brooks, creative director at TrueSense Marketing, has been serving the nonprofit community for more than 20 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.brooks [at] truesense [dot] com. More.

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