The unique unimportance of uniqueness in fundraising

Fundraising is Beautiful Podcast

Many organizations believe that their uniqueness is the main reason donors will choose them for their charitable giving. That’s a revenue-crushing mistake.

Successful fundraising starts where the donor is — not in the organization’s uniqueness — and makes a clear, simple case.

“I’m looking for an organization to support that’s completely unique,” said no donor, ever.

Your uniqueness is important. But it can drag down your fundraising if you over-focus on it.


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.

Leave a Reply

Your email address will not be published. Required fields are marked *