Do you follow Jeff Brooks' 10 Commandments of Fundraising?


You can't go wrong with these. This is the 155th Fundraising Writing Newsletter. If you find value here, please tell a fundraising friend. (Your fundraising friend can โ€‹subscribe here for free.)โ€‹


In this issue:

โœ… Do you follow Jeff Brooks' 10 Commandments of Fundraising?

โœ… Randomly yours: to inspire and recharge you


Wednesday, December 18, 2024
โ€‹

Hi Reader,

Today, someone with deep pockets will spend around $2 million at Sotheby's to own one of the oldest Ten Commandments tablets ever discovered.

This 1,500-year-old marble slab (which spent 30 years as someone's doorstep! ๐Ÿ˜ฎ) is going under the auction hammer this morning.

If you've got a couple million lying around, head over to Sotheby's.

But you know what won't cost you a single penny?

"The 10 Commandments of Fundraising" by Jeff Brooks.

While that ancient tablet represents an incredible piece of history, these modern fundraising commandments are designed with you and your money-raising work in mind.๐Ÿ’›

So let's get to it...


Do you follow Jeff Brooks' 10 Commandments of Fundraising?

You really should.

Jeff has over 30 years of fundraising experience, knowledge, and wisdom. (For starters, see here, here, and here.)

He's kindly distilled all that know-how for us, as follows.

Get your clicker finger ready...

  1. โ€‹Donors give to make something happen.โ€‹
    โ€‹
    Jeff says, "Donors donโ€™t give to support organizations or programs; they give to make something happen."
    โ€‹
  2. โ€‹Ask, thank, report, repeatโ€‹
    โ€‹
    Jeff says, "Fundraising is a relationship cycle: It starts with asking, but if thatโ€™s all you do, you wonโ€™t build a relationship โ€” and youโ€™ll get far fewer repeat donations."
    โ€‹
  3. โ€‹You are not your donorโ€‹
    โ€‹
    Jeff says, "The most common cause of unsuccessful fundraising is 'FFY' โ€” Fundraising For Yourself."
    โ€‹
  4. โ€‹For donations, belief is enoughโ€‹
    โ€‹
    Jeff says, "You donโ€™t have to educate donors how your programs work. Thatโ€™s not only unnecessary, itโ€™s counter-productive. Tested again and again, showering donors with facts and โ€œhow it worksโ€ decreases response."
    โ€‹
  5. โ€‹Numbers numb; stories stimulateโ€‹
    โ€‹
    Jeff says, "The human mind is pre-set to tune out numbers (especially large ones) and to pay attention to stories."
    โ€‹
  6. โ€‹Time and attention: harder to get than moneyโ€‹
    โ€‹
    Jeff says, "Most fundraising failure isnโ€™t because would-be donors considered and rejected our offers โ€” itโ€™s because they didnโ€™t even notice we asked."
    โ€‹
  7. โ€‹Fundraising is a relationship, not a transactionโ€‹
    โ€‹
    Jeff says, "Fundraising becomes profitable from repeat giving. And repeat giving comes from a relationship between the door and the nonprofit. Relationships are reciprocal. Both sides benefit.
    "
    โ€‹
  8. โ€‹Giving is good for donors โ€” and that really mattersโ€‹
    โ€‹
    Jeff says, "If you are conscious of the positive impact giving has on your donors, you will do better work."
    โ€‹
  9. โ€‹Your instincts about fundraising lead you astrayโ€‹
    โ€‹
    Jeff says, "What may seem like โ€œcommon senseโ€ to you is often exactly wrong in fundraising."
    โ€‹
  10. โ€‹The Magic Bullet of fundraisingโ€‹
    โ€‹
    Jeff says, "The closest thing to a magic bullet is sticking to the basics."
    โ€‹

The basics are essential for beginners and masters alike.

Maybe print them out?

Maybe carve them in stone?

Maybe forward them to a fundraising friend?

And, who knows? In 1,500 years, maybe Jeff's fundraising commandments will be auctioned off...


Randomly yours: to inspire and recharge you

For your brain, heart, and funny bone...

  • Fundraisingly Informative โ€” The 10 Commandments of Fundraising by Jeff Brooks (here are all 10 links from above in one place for you; alas, if only everyone in fundraising would read these 10 blog posts and follow them "religiously")
    โ€‹
  • Positively Necessary โ€” AJ's Story: From Seizures to a Second Chance via Change the Air Foundation (a 6-minute YouTube video featuring the story of a man who endured a decade of health scares until he found a doctor who asked, "How's your air?" instead of declaring, as others did, "You need brain surgery.")โ€‹
    โ€‹
  • Confoundingly Egregious โ€” Maturity is realizing... via Johnny Joy (a public FaceBook post about why Rose from Titanic is the real "villain" of the movie; a satirical summary likely to make you smile and nod)

Until next time: May you always respect the basics so that you master the basics โ€” like a master!

With gratitude,
Julie

P.S. Did someone forward you this newsletter? Click here to sign up for your own free weekly subscription.

Subscribe to The Fundraising Writing Newsletter

We're Julie Cooper and Brett Cooper, fundraising copywriters for great causes. Does your fundraising bring in as much money as it could? You can send donor communications that stir hearts to action. We'd love to help. ๐Ÿ’› Start by subscribing to our FREE and fun weekly newsletter.

Read more from Subscribe to The Fundraising Writing Newsletter

Quack-quack! This is the 164th Fundraising Writing Newsletter. If you find value here, please tell a fundraising friend. (Your fundraising friend can subscribe here for free.) In this issue: โœ… Are you looking for your "lucky duck" fundraising stories? โœ… Randomly yours: to inspire and recharge you Wednesday, March 12, 2025 Hi Reader, There's a very cool-looking Jeep that Brett and I often notice during our neighborhood walks. On its dashboard are a bunch of cute little rubber ducks....

screenshot of a fundraising "gift catalog" embedded in an appeal

Fundraising gift catalogs are a fantastic way to highlight various needs and raise more money. And you don't need to wait for the holidays... This is the 163rd Fundraising Writing Newsletter. If you find value here, please tell a fundraising friend. (Your fundraising friend can subscribe here for free.) In this issue: โœ… You can embed a fundraising "mini gift catalog" in your appeals โœ… 3 weeks from tomorrow... โœ… Randomly yours: to inspire and recharge you Wednesday, March 5, 2025 Hi Reader,...

cover of a 4-page donor newsletter with drawn circles in red indicating to include a donor-relevant title and headlines with specifics, emotion, and the donor's importance

A good donor newsletter makes donors feel their impact so strongly they may want to give again โ€” as soon as right now! This is the 162nd Fundraising Writing Newsletter. If you find value here, please tell a fundraising friend. (Your fundraising friend can subscribe here for free.) In this issue: โœ… Is your donor newsletter leaving love โ€” and money โ€” on the table? โœ… March 27th: mark your calendar? โœ… Randomly yours: to inspire and recharge you Wednesday, February 26, 2025 Hi Reader, Every few...