'Idea Storming' for Fundraising Professionals

FS: How important is it today with so much saturation on the donor side to find those breakthroughs?
BM: We're at a point now of tremendous clutter in this world. The problem is everybody is being called a million times, and the donors have limited resources ultimately, so they have to make decisions about who they will and who they won't donate to. So it's not unlike positioning a product; we have to be very clear about what our positioning is, but also not only clear in the positioning, but also creative ways to reach these people and get the message out.