You’re the One That I Want! How to Be Your Donors’ Favorite Cause

So how do you become your donors' favorite cause? Maybe it's just a case of natural selection because of the type of cause you are. Or is there something you can do about it? Putting it another way, are you the Amazon.com — understanding your customers' wants and needs, and serving them accordingly — or a traditional bookstore waiting for customers to come in and buy something? Of course you can choose to be whatever you want, but ask Borders and my bet is it will tell you it's tough being the latter.