Because It Matters: Avoiding the Not-So-Fab Four

Your donors want to know what their gifts are accomplishing. That’s why they gave in the first place: They wanted to make a difference. Satisfy this donor need by communicating your brand promise consistently and repeatedly, and your fundraising will soar. (Multiple research projects reveal that one of the primary reasons donors stop giving is because they didn’t understand the value or impact of their gifts. They didn’t know they were making a difference.)

2. Failure to achieve message consistency
I’ll tread carefully here, but how many fundraising professionals work in organizations where multiple departments or divisions are creating and communicating different messages? I’ve stopped being amazed by this still common and very foolish practice. Such a silo approach to communications only serves to dilute your message, confuse your donors, and lead to reduced fundraising effectiveness.