The Nonprofit Marketing Blog

Donors are the drivers

Learn and plan. Donors are the drivers. These are two important reminders that Larry C. Johnson shares in his new book The Eight Principles of Sustainable Fundraising. While these maxims might seem obvious, Larry explores them in a way that will change how you think about asking for donations this holiday season.

At the heart of every donor’s decision to make a gift is the desire to actualize their personal values.

As you plan your year-end campaign, don’t forget to keep the emphasis on your donor. It’s important to provide a clear tie from the impact of your work to your donors who make it all happen. When organizations ask for donations using their own values, it’s mistakenly assumed that those values are universal. Listen to what’s important to your donors, then position your organization’s fundraising efforts so that you serve your donor’s needs while also raising money for the cause that you both value.

Donors want to be engaged, not enticed.

Have you ever tried to entice donors to give? When you approach supporters by selling them on the value of the services that your nonprofit offers, your interaction may seem more like a transaction. If you want your donors to feel involved, ask how your organization is meeting donors’ dreams and fulfilling their desires. Has your donor always dreamed of ending childhood hunger? Let him know how his donation will work to achieve that goal. Has your supporter had a lifelong interest in the region where you operate? Tell her about how your work affects the local community. Discover what inspires and motivates your donors, appeal to that, and invite them to be involved.

Larry will join us next Tuesday to share more from his book and answer your questions on sustainable fundraising. You’ll learn how you can apply the eight
rules to raise more money for your organization. Join our free webinar on Tuesday, November 19th, 2013 from 1 pm to 2 pm EST. Register now to reserve your spot. (Can’t attend the live session? Go ahead and register so you receive the presentation and recording via email.)

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About This Blog
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Caryn Stein
Vice President, Communications and Content, Network for Good

We’re here to help you win hearts and minds—and donations.

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Want to become a better fundraiser and learn how to market your cause with bigger impact? You’re in the right place! The Nonprofit Marketing Blog is managed by our team of experts here at Network for Good. Our goal is to bring you the best in nonprofit marketing trends, fundraising techniques, technology developments, and amazing nonprofit examples to help, encourage, and inspire the do-gooders of the world!

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