Seth Godin recently wrote, Three questions to ask your marketing team. He makes it sound so easy! Of course, you do need to ask the right questions in the first place, if your marketing/fundraising strategy is to have any validity at all.

That said, coming up with the answers that will arm you for success is no easy matter.

Godin’s questions:

  1. Who are you trying to reach?
  2. Why do they decide to support us?
  3. What do you need in order to make this happen more often?

Godin helpfully elaborates a bit on each question. Can you answer these questions for your nonprofit? Are your answers just hunches, or can you provide some empirical grounding?

Talking about his ‘Why’ question, Godin says: “In order to earn the donation … we need to change people somehow.” Personally, I don’t see fundraising as seeking to change the prospective donor, I see it more as tapping into and empowering some concern or feeling that’s already there.

Fundraising is not about making converts; it’s about enabling the predisposed.

Agree?

Tom

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