It is NOT ABOUT YOU. It is about the donor.


We’re always talking about how the most effective fundraising is about the donor, not about the organization doing the fundraising.

Here’s a wonderful, real-world example.  It comes from 101Fundraising, via Future Fundraising Now (our favorite fundraising blog).

Three test emails were sent out and here are the results:






Put really simply: donors are less interested in what you are doing, and more interested in what their gift accomplished.  Apply that concept to your donor communications and you’ll start raising more money immediately.


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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