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- Within the fundraising department itself, there's more cooperation among the various channel staffs — direct-mail folks aren't afraid to turn over the names of potential major donors to the major-gifts folks, etc.
- Departments within the organization are working together more cooperatively. The relationship among fundraising, programs and marketing/communications is becoming more integrated so that messaging is clear and consistent across the board, and there isn't a sense of the left hand not knowing what the right hand is doing.
- And the biggie is a more well-rounded relationship with donors. Instead of treating them as walking ATMs, the emphasis is on relationship rather than manipulation. Key elements of this are giving supporters plenty of ways to support you, even if they don't all involve money, and seeing the value in each of them (again, even if it doesn't mean an immediate influx of cash); meeting them where they are and letting them decide the best ways to communicate with you; and empowering donors not only to give to you but to put their time and talents to work for you too.
From where I sit up in the cheap seats (as in not running a fundraising department or a development office), sometimes it's a little easier to see the whole playing field than when you're closer to the action. The sector seems to be trending toward the non-trend. And while that might take as much getting used to as drinking pulverized kale in the morning, in the end it's going to clear out the muck in your organization's thinking and give your fundraising that healthy glow you've been looking for.
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Margaret Battistelli Gardner
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