You Can Change the People That Matter

“Marketing is about change — changing people’s actions, perceptions or the conversation. Successful change is almost always specific.” Fundraising, like marketing, is also about change. And, like marketing, it works best when it’s specific. It’s hard to get someone to support your cause, help a devastated region or volunteer for good. But when you ask her to give $5 to provide a reader for Eldana in Addis Ababa or sign up now to staff the domestic violence hotline for a 60-minute shift next Sunday, that usually works — if you’re talking in the right way to the right person at the right time.