Blog

In my work reviewing materials from fund development professionals, I often see two ends of the spectrum.  Either the work is completely new – every story, every word, every way to invite the donor to join in the mission is new.  On the other end the work is recycled year after year – the same story, the same words, the same call to action.  Honestly, there are times where either one of those is appropriate – the new and the novel or the recycled and the dependable. 

We are, our donors are, naturally curious.  We want to know the new, novel information, novel stories about the work we are supporting.  For this reason, we start with blank screens to write fundraising letters, we brainstorm new events, and we gather new stories from our constituents. Yet, as Burke states, curiosity and novelty doesn’t bind us or our donors to a mission.  For that reason, we also need to remind ourselves and our donors of the familiar stories.  This is why the same fundraising event can be hosted for decades and still be raising more funds each year.  It’s why the same fundraising letter can continue to be successful.  And, it’s why we can tell and retell our origin stories so effectively. It’s a balance between the novel and the dependable.  As professionals, we have to be adaptable to our donors between those two ends of the spectrum – blending curiosity with the familiar.