Larry C. Johnson: The 8 Principles of Sustainable Fundraising

FS: What hurdles and challenges do you see fundraisers faces these days, and how can they overcome some of those?
LJ: Probably the most significant one, the broadest one is donors are getting a lot more particular — not that they necessarily want to have more involvement, although some do, but especially with the younger generation, the Gen Y people, they want to see accountability and they're looking more for effectiveness than efficiency. That's hard for fundraisers often because they're so used to going out and just bringing the money back. One of the key problems with nonprofit organizations is their ability or their lack of attention to stewardship, and that's one of the big hurdles that I see.