Stop Trying to Teach Goldfish to Juggle
An important reality check for fundraisers: Some people donate and others don't.
The danger
If you fail to recognize the donor/non-donor divide, you can waste a shocking amount of time and money trying to bring non-donors along on a journey they just aren't interested in joining.
You'd be amazed how common this is. I think it's because many nonprofits and/or their fundraising programs are run or influenced by non-donors. These people don't grasp the psychology of donors, so fundraising that works is strange, even repellent, to them. "There's no way this syrupy, emotional garbage is getting it right," they say.
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