Learning From Other People's Words

Hire for attitude; train for skills.
Obviously, we’d prefer getting both, but if you have to choose, remember that skills are easier to teach than attitude.

People can’t give to you if they don’t know you’re there, and they won’t give to you unless and until you persuade them of the importance of your work.
Nonprofits deserve and need strong branding to create an environment in which their fundraising can work better and their programs can be even more effective. But to be successful, the branding needs to support — not undermine — fundraising messages. For example, a brand of “hope” does not differentiate your organization from others and, worse still, risks undermining fundraising messages of need and urgency.