Sorry, but It’s Not the Economy

Weak fundraising says: "Our cause is super-important, and we are the best at addressing it. Join us." Great fundraising says: "You care about this super-important cause. We can help you address it."

Donors give for reasons of their own. Their gifts flow from their hearts, their values, their quest for meaning. If you're hammering away with your brand attributes and bragging about your organization, you're being irrelevant at best — irritating at worst.