Here it is: The worst fundraising mistake is confusing yourself with your donors.
This is the error behind nearly all crappy and unsuccessful fundraising.
When you think your donor is you, you'll spend all your energy marketing to yourself. Which can be fun, but doesn't work.
Remember that your donor is different from you. She knows less (or rather, she knows different things). She's probably quite a bit older than you. She's paying less attention than you are.
When you ignore those differences, you will miss the mark.
The good fundraisers spend a lot of energy getting into the hearts and minds of donors. The amateurs say, "I like it; it must be good."
(This post first appeared on December 8, 2010.)