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What donors want

The more you know about people, the easier it is to motivate them. That's what advertisers do all the time, and you can see some of the thinking behind it at Copyblogger, 12 Tips for "Psychological Selling" The tips:

  • People make decisions emotionally.
  • People justify decisions with facts.
  • People are egocentric.
  • People look for value.
  • People think in terms of people.
  • You can't force people to do anything.
  • People love to buy.
  • People are naturally suspicious.
  • People are always looking for something.
  • People buy "direct" because of convenience and exclusivity.
  • People like to see it, hear it, touch it, taste it, or smell it before they buy it.
  • Most people follow the crowd.

Yes, these tips are for selling stuff. But every one of them has application in fundraising. Persuasion is always psychological at its root.


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Comments

OK, so this is like totally off topic, but I jus wanna say that those like 12 tips apply to raising teenagers too. Go figure! ;-)

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If you're serious about raising money from donors, you need to get serious about donors. More than ever before, donors are insisting that you share power with them, not treating them like passive ATMs. This blog is about the ways you can do that -- and the rewards that await you and your donors when you do.

Jeff Brooks, creative director at Merkle, has been serving the nonprofit community for nearly 20 years. He wants to be a curmudgeon when he grows up, and considers blogging great training. You can reach him at
<jbrooks [at] merkleinc [dot] com.More
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