What donors are interested in

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14 August 2012

What donors are interested in

A great reminder from the No Small Change blog: Stop documenting. Start communicating:

The woman who sends you Rs 2,500 a year does not want to see the pipe you've installed from four different angles. She wants to see the happy face of child who now has water.

That's an important distinction that's lost on many nonprofits. It's important in the way you report back, and it's even more important in the way you ask for funds.

You won't get as many donors if you focus on the pipe. You'll get a lot more if you focus on the people the pipe well help. Better yet if you focus on a person the pipe will help.

Posted by Jeff Brooks on 14 August 2012 at 07:29 | Permalink

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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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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. More.

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14 August 2012