Needs, Wants and the Absolute Importance of Relevance

That’s our new reality, and it means that donors who typically make contributions to 10 or more organizations across a spectrum of interests might be thinking much more than usual about “need” versus “want” when it comes to giving.

And you can bet that while they might want to give you money, if your appeal doesn’t resonate enough, the donations will go to other organizations they believe need them more.