Usually I agree wholeheartedly with the advice proffered by Canadian fundraiser Fraser Green.
But he recently wrote this article — Donors Love 60:40 — with which I beg to differ.
Fraser argues that donors care primarily about what you do (i.e., the need you are addressing), and very little about how you do it (which he treats a sort of institutional ‘inside baseball’). These words crystallize his point:
“When I was a young fundraiser, I learned an expression that has stayed with me to this day. It remains my most important piece of philanthropic wisdom. It goes like this: “the institution has no needs”.
That’s right. Your charity has no needs. The people or trees or animals you help have great needs. Your charity is simply the organizational vehicle that gets the donor’s gift to those in need. It’s a three link chain. The donor. Your organization. The need. In this chain, your organization is very small – while the donor and the need are very big.”
He then makes this recommendation:
“Everything you write or say to your donors should follow the 60:40 rule.Sixty per cent of what you say should be about the cause. Forty per cent of what you say should be about your organization.”
ler +
But he recently wrote this article — Donors Love 60:40 — with which I beg to differ.
Fraser argues that donors care primarily about what you do (i.e., the need you are addressing), and very little about how you do it (which he treats a sort of institutional ‘inside baseball’). These words crystallize his point:
“When I was a young fundraiser, I learned an expression that has stayed with me to this day. It remains my most important piece of philanthropic wisdom. It goes like this: “the institution has no needs”.
That’s right. Your charity has no needs. The people or trees or animals you help have great needs. Your charity is simply the organizational vehicle that gets the donor’s gift to those in need. It’s a three link chain. The donor. Your organization. The need. In this chain, your organization is very small – while the donor and the need are very big.”
He then makes this recommendation:
“Everything you write or say to your donors should follow the 60:40 rule.Sixty per cent of what you say should be about the cause. Forty per cent of what you say should be about your organization.”
ler +
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