How Much Asking is Too Much?

Yes, donor burnout is a dangerous thing — but not in the way most fundraisers think. The real damage done to nonprofits is when they surrender to it without proof that it even exists. They don’t ask, so they don’t receive. Donor burnout is a self-fulfilling fear. FS

Jeff Brooks is senior creative director at full-service direct-response agency Merkle, with offices in Seattle, Washington, D.C., and London.