A Blast From the Past: Do You Just Love Me for My Money? (October 2007)

By Jim Hussey

FundRaising Success published its first issue in November 2003, making this our 10th-anniversary year. To celebrate, we've been taking a look back at some of the features, columns and other editorial content from the past decade.

Donors are tired of receiving solicitation after solicitation merely asking for their financial support. If you want to succeed in the fundraising market today, then it is increasingly important to offer donors and potential donors an opportunity within your direct-marketing efforts to do more than just write a check.

You must make your donor a partner in your mission. The donor must understand that she is an integral part of your organization, not just a dollar sign. If you can find legitimate ways for your donors to participate in your mission, you will be rewarded with greater donor loyalty, better retention and higher levels of financial support.

That’s why you need to ask yourself, “How else can our donor base support our mission, in ways other than donating money?”

Whatever your answer, your solution more than likely will be an “involvement device.” Involvement devices are vehicles employed by your direct-marketing program that require an action other than a contribution.