Easier Said Than Done: The Magic Words of Fundraising

Complexity. You know how complicated things really are. You know it too well. Fundraising works best when the message is clear and simple. Done right, it's going to seem simplistic, repetitive and elementary to you. That's a sign that it's about right.

Education. We all wish our donors had a deeper understanding of our issues. That's why so many fundraisers go wrong with their zeal to teach donors, to lift them to our higher plain of knowledge. It doesn't work. It doesn't raise funds. It also doesn't educate. Stick to raising funds. Let schools do the teaching.