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Fundraising Success 

Needs, Wants and the Absolute Importance of Relevance 

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Published 3/20/2009 

Author: Kimberly Seville 

Kimberly Seville is a creative strategist and freelance copywriter.

Summary

Anemic acquisition results. Sinking response rates. Shrinking average gifts. Serious budget shortfalls.

People are actively thinking about the difference between “need” and “want” in all their buying decisions.Being frugal is “in.” That’s our new reality, and it means that donors who typically make contributions to 10 or more organizations across a spectrum of interests might be thinking much more than usual about “need” versus “want” when it comes to giving. And you can bet that while they might want to give you money, if your appeal doesn’t resonate enough, the donations will go to other organizations they believe need them more.

© 2009 Fundraising Success
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Fundraising Success

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