You probably remember that old piece of marketing wisdom that people who buy drills don't actually want drills. They want holes.
Fundraising Coach reminds us of a similar truth: No donor wants to make a donation. Instead, they want to make a difference.
As Marc puts it, this is how you sell drills: Because of your gift, we were able to do this amazing thing.
And this is how you sell holes: You did this amazing thing because of your gift.
Sell holes. The thing the donor wants to happen.
Not drills: The process you use to make it happen.
from Future Fundraising Now http://ift.tt/2vckE3N
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