Observations on Fundraising
We forget that fundraising is about people
I received my first 2013 calendar in the mail this week, and frankly, it was beautiful. I think I will use it — and yes, I will mail in a donation. It subtly promotes the nonprofit, is designed to be useful and has meaningful photos.
Unfortunately, too many calendars (and other fundraising tools) become all about the nonprofit to the point that the donor's likes and needs are completely overlooked. Sticking with the calendar example, what good is a calendar that has such small boxes you can't note doctors' appointments in them? Or that has photos that are, frankly, kind of ugly? Do I really want to look at that for a month?
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
