Donor Acquisition Explained

Donor Acquisition.

Conventional Nonprofit Donor Acquisition “Wisdom”

Work to “build awareness” for your organization.

Always be sharing success stories.

Tell people how effective your organization is.

People will flock to your organization.

You’ll raise lots of money.

How It Actually Works

Work to create a great fundraising offer .

Identify groups of people who are likely to become donors.

Put your offer in front of those people.

Small (but knowable) percentages of those people will become donors.

Your organization will lose money on the front end. But if you get good at it, you’ll raise a LOT of money over time.


Steven Screen is Co-Founder of The Better Fundraising Company and lead author of its blog. With over 25 years' fundraising experience, he gets energized by helping organizations understand how they can raise more money. He’s a second-generation fundraiser, a past winner of the Direct Mail Package of the Year, and data-driven.

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