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May 2015

The unique unimportance of uniqueness in fundraising

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.

Program #79

Play: The unique unimportance of uniqueness (right click or "save as" to save the file for later).

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Time: 6:48


Jeff Brooks is creative director at TrueSense, the growing, innovative fundraising agency for organizations that care about donors. Steven Screen is co-founder of The Better Fundraising Company, and a past winner of the Direct Mail Package of the Year award from FundRaising Success magazine, which surprisingly led to him getting fired. Between them, they have nearly 50 years of experience helping excellent nonprofits raise money for their causes. That's a lot of years, but they aren't all that old, really. Yet.




      

      


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