CARING IS SHARING

 

Unlocking the mystery of donor prospect identification comes down to one simple question: WHO REALLY CARES?

For too long, donor prospect identification has focused on people’s capacity to give rather than their capacity to care. It’s no wonder that our volunteers squirm at the idea of opening up their list of personal contacts and sharing the names of their “rich” friends. When the best reason you can provide for asking someone to give is because they can afford to, you are in real trouble!

You need look no further than your own tax returns (due April 15th by the way) to prove that people give based on how much they care rather than how much they have. Assuming you did not divide you charitable giving evenly, you gave more to some and less to others. Based on what? Your level of trust, personal connection, understanding of the mission and passion for the cause. In short, you gave more to those you cared more about.

The next time you ask your volunteers to identify potential donors for your campaign, ask them to write a list of people they know who care about the great work that your charity does. Interest trumps capacity every time.

To find the best prospective donors, simply answer the question, “Who Really Cares?”

Posted by Jon Simons
Jon Simons

Written by Jon Simons

In his role as Executive Vice President, Jon has oversight over product development and training for DBD Group. He, along with the rest of the leadership team, provides strategic direction and insight for the company. He plays a key role in welcoming new consultants and ensuring that they offer the same quality service and tools as the rest of the DBD team.

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