Do you want something "for" your donors or "from" your donors? The answer could mean everything to your mission.

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Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

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Recently Howard Freeman, CFRE [Senior Campaign Director at Young Life, Greater NY Division] reminded the participants in a discussion that the key difference that defines the tone of your relationship with those that support your mission is whether you want something ‘for‘ your donors or ‘from‘ your donors.
Think about that for a second.  If you only want money ‘from’ your donors, you’re doing it all wrong.OLYMPUS DIGITAL CAMERA
The goal should be to provide ‘for’ your donors.
“Like what?” you might ask.  Here’s a list of what you could provide ‘for’ your donors:

  • Information
  • Involvement
  • Transparency
  • Relief from guilt
  • Celebrity status
  • Salvation
  • Warmth in their hearts
  • Power to affect change and do good
  • Recognition
  • Tax breaks
  • Opportunities to give back
  • Networking opportunities
  • Social engagements and camaraderie
  • Friendships

…and a ton of other benefits.
So when you sit down to create your next marketing campaign, think about what you are doing ‘for’ your donors, just as much as (if not more than) what you want ‘from’ your donors.

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