8 principles to define a scalable, long-term fundraising strategy

By Atul Tandon

One nonprofit that has mastered this art is charity: water. On its website, one can download a banner ad for a Facebook site or engage friends through individualized campaigns from “fishing for clean water” to “arm wrestling for clean water.” These efforts exemplify ways to build donors into advocates, champions and ambassadors of the cause, rather than simply viewing them as ATM machines.