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#81: If the donor isn’t the hero…who is she?

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You’ve likely heard that the donor should be the hero in your fundraising messaging. 

The phrase had a noble intent. 

It was meant to encourage us to shift our perspective away from meeting revenue targets, and toward finding alignment with our ideal donors’ goals and values. 

But over time, it became misunderstood. Misconstrued. And misapplied.

The “donor as hero” metaphor turned into “the donor is always right”—causing some organizations to do real harm. 

So is it time to think about a better way to express the way we approach our fundraising?

In this freewheeling chat, we get into:

  1. The storytelling triad
  2. The phases of fundraising that led to donor-centric fundraising 
  3. What do people mean when they say the donor is the hero 
  4. Why can that philosophy—if misunderstood and misapplied—become harmful 
  5. The difference between donor-led and donor-centric fundraising
  6. What’s a better way of thinking about “donor as hero” 

➡️ Join our FREE training on how to create compelling fundraising messaging that leads donors to action and raises more money, from more people, more often—simply by changing the words you use: 

🤔 What else would you like to know about improving your fundraising and becoming an effective nonprofit marketer? Connect with Mike Duerksen on LinkedIn: 

🔔 Follow the Build Good Fundraising Podcast on your favourite podcast app—and never miss a new episode: 

❤️ And if you haven’t yet, subscribe to our Youtube channel for more fundraising videos and actionable strategies that will help you grow your revenue and impact: 

Thanks for listening! 


#Fundraising #Nonprofit #Philanthropy #Marketing 

Interested in  working with a fundraising agency to grow your nonprofit?

BuildGood is a fundraising agency that helps nonprofits raise more money from individual donors. Let our team of experts create your fundraising appeals, emails and newsletters for you, and reclaim the time to do the thing only YOU can do: build genuine, human, personal relationships with your donors. 

You’ll add proven expertise to your team. You’ll benefit from tested and proven strategies that will make you more money. And you’ll have peace of mind that you’re putting your best foot forward with your fundraising. 

➡️For more information, go here:

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