Fundraisers: It's time to think like a donor. Email appeals, donor meetings, and your website need to be crafted with your donor in mind.

1. How to Cure
Fundraiser's Amnesia
Think Like a Donor

2. remind yourself what
because fundraisers
suffer from
.

3. Fundraisers amnesia
donor and think about marketing the
organizations from the inside out rather
than from the outside in.

4. The causes of this form of amnesia
include:
• Long-winded internal meetings
• Little direct communication with donors
• Fundraising plans based on strategic
plans
• A wish to tell the world everything
about everything your organization
does

5. raise more money by creating a
message that appeals to their interests,
not just those of your organization.
Here are three simple tips for thinking
more like your donors:

6. 1. Talk to them

7. Survey donors once a year to find out what
interest them the most. Call your donors to
thank them for their support and ask them
more about why they support your
organization. What they tell you will give
you a good idea of which messages
resonate the most with them. Check out
our Sample Donor Survey Questions for ideas!

8. 2. Watch their online
behavior

9. In addition to talking to donors,
you can find out which messages
resonate best by monitoring
which emails and web content
your donors interact with.

10. If your donors are clicking on
content and responding by taking
action or donating, that message is
engaging them.

11. 3. Remember the iceberg
metaphor

12. lot beneath the surface but only a little
visible at the top.

13. This should mirror your messaging
strategy. Donors are usually inspired
and interested in a small portion of the
work your organization actually does.
Make that the focal point of your
appeals.

14. World Wildlife Fund does a whole lot more
than save pandas, but saving pandas is at the
top of its iceberg.

15. Greenpeace does a whole lot more than
protect whales, but protecting whales is
at the top of the iceberg.

16. Cure your amnesia
by remembering to
stop and think like
your donor.

17. Thank You!
www.networkforgood.com
@Network4Good
More Resources to Check Out:
Donor Thank You Guide
n4g.me/thankyouguide
Case for Giving
n4g.me/thecaseforgiving