Time for Fundraisers to 'Shift & Reset'

People like to do things that they know and they feel safe and comfortable doing, so asking people to change is going to make them uncomfortable.

The other big challenge is that nobody really knows what all these constant, rapid, disruptive changes really mean, and I think there's some misunderstanding or misinterpretation of the impact that technology and the Internet and the changes in media are having. There's some misunderstanding about just how significant those changes are, not just in the context of marketing or fundraising or some sort of single division within the organization, but really, truly in human behavior and to the way society functions — and, as a result, what we need to do in response.