Pushing your message? You’re pushing away donors.
The “convincing” mentality in fundraising is dead.
Persuading doesn’t work.
Today’s savvy donors (especially high-net-worths, millennials, and Gen Z) are evolving, and your slick campaigns or logo-heavy appeals do not move them. They want a deeper brand experience.
Get this. ⤵
RAIN Group research found that collaborating with a prospect is your second most important behavior in winning a pitch, after educating them with new ideas.
So stop pushing, stop being a Convincer.
Brian Gawor, CFRE says to be these other 4Cs:
1. COLLABORATOR
Listen more. Collaborate deeper. Be their partner, not their salesperson.
2. CONSULTANT
Know them like a strategic advisor. Understand their tools, guide their giving.
3. CONNECTOR
Make giving social. Connect donors and grow your impact through networks.
4. CONCIERGE
Don’t hide your mission’s experts. Introduce them for stronger engagement.
Here’s the fundamental shift.
Brand dialogue beats fundraising monologue.
So brand first.
Funding second.
And convince never.
💪🏽💛
The daily bonus
Check out and her Substack for this full piece from Brian Gawor.
“Fundraising is changing,” says Gawor. “For most of our history as fundraisers, we have been “convincers.” We provide our donors and prospects with arguments for giving, both in mass appeal marketing and by persuading them to make big gifts. But donors have changed, and the world has changed. And fundraisers need to follow.”
Then follow Lisa for more, along with her two books, Philanthropy Revolution: How to inspire donors, build relationships, and make a difference and The Essential Fundraiser’s Handbook: A Guide to Maximizing Donations, Retaining Donors, and Saving the Giving Sector for Good.
Both written from the perspective of a major donor.
The double daily bonus
Some argue that donors should just give money and get out of the way.
That their engagement shouldn't matter.
Like MacKenzie Scott.
But that kind of thinking transactionalizes the entire fundraising and brand experience. And that kind of thinking asks donors to just be ATMs instead of real humans with real connection.
(It's also just not reality: MacKenzie Scott is the exception, not the norm. And we can't wave a magic wand to change donor desires overnight.)
I was speaking to a Big Bang Philanthropy foundation President this month who echoed the same belief. Nonprofits say they want to be equal partners with donors, as they deserve. So in order for that true partnership to form, we must embody these 4Cs in our fundraising.
Yes, nonprofits almost always know best where they're going and how to get there. And yes, nonprofits should always steer the ship instead of donors.
But that doesn't mean funders aren't also on the journey with us.
We're all in this together: doers, donors, and intermediaries. One team, one fight, a few different roles.
What do you think?