Have you ever heard this saying - "You can't keep going back to the same well - it will run dry." You might have heard it from a Board member or Executive Director and usually this comment pops up during a discussion of grant writing or direct mail.
It's said out of fear - fear that if you ask a donor too many times for support they will stop giving. It's kind of funny really - we have some self-imposed ceiling on the number of times we can ask a donor for support,
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Here's the truth: you can ask a donor for support as many times as you need it,
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You are cultivating real donors. A real donor is someone who is invested mentally,
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You are building relationships with your donors. In order to get real donors,
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You practice donor-centered fundraising. Your fundraising efforts revolve around the donor, not around the organization. You share information with the donor about the impact of her gift and you invite feedback from her. Communication is not just one way. You let the donor tell you how often she wants to hear from you and you honor her wishes. In other words, you allow your donor to opt out of mailings.
You have a valid need for support. When you ask your donor for a gift,
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If you've done a good job of building a relationship with your donors, and you practice donor-centered fundraising,
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If your organization is one of your donor's favorites (and if you're doing your job well, it should be),
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And they will be a well that you can visit as often as is needed. About the Author
(c) Sandy Rees, CFRE
Sandy Rees is a nonprofit fundraising coach, consultant, trainer, and author. She shows small nonprofit organizations how to raise more money, gain more supporters, and strengthen their Boards. Learn more about successful fundraising and get free fundraising tips in her e-zine "Bright Ideas for Fundraising" on her website at
Use and distribution of this article is subject to our Publisher Guidelines
whereby the original author's information and copyright must be included. Dispelling the Myth of the Worn-Out Donor by Sandy Rees,
Air Jordan Spizikes Malnutrition and Starvation in Africa H, CFRE in Non-Profit (submitted 2009-02-02)
Nike Jordan 2011 Dispelling the Myth of the Worn-O
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