Right here’s what fundraising and giving seems prefer to us fundraisers:
We expect we’re main a military of “our” donors within the nice work that our organizations are doing.
That’s not the way it seems to our donors…
Right here’s what giving seems prefer to donors:
Within the donor’s world, she shouldn’t be a part of “your” military of donors. It’s nearly precisely reverse. Your group is a part of “her” military — the charities she has assembled to perform her mission in life!
Whenever you perceive this, you’ll be able to change your fundraising to a brand new and extra related orientation. You cease attempting to recruit donors to be a part of your wonderful mission. And also you begin asking to be a part of the donor’s wonderful mission.
You cease speaking about your self.
You begin speaking concerning the donor, and the way giving to you accomplishes what she needs to make doable. Her motion. Her values. Her mission.
(This publish first appeared on October 30, 2018.)
