Because It Matters: Avoiding the Not-So-Fab Four

The point is to remember that donors give because of your cause — your ultimate accomplishments — not because of your organization. Your organization is merely a conduit for your donors’ desire to help others. Nothing more, nothing less.

As fundraising managers, your goal is to solidify the connection in donors’ minds regarding your “promise” and your organization’s identity. Do that by constantly reinforcing the message (through newsletters, appeals, gift acknowledgments, special reports, etc.) about fulfilling the promise to donors. When you do this successfully, you create brand loyalty.