We're pleased that this article appears this month in the Grassroots Fundraising Journal as well.
It's aggravating to have someone say (at a board meeting, for example), "Look at how they over there raise money! That's better than what we're doing . . . we should do that!" Or for a funder to tell you what they think is the best way to raise money: from major donors, or from government, or from black-tie dinners, or . . . . you get the idea.
Think for a moment about two very successful stores: Target and Williams-Sonoma. Both sell cookware. Target sells inexpensive cookware through large stores in outlying areas and it advertises through newsprint inserts in local newspapers. Williams-Sonoma sells expensive cookware through boutique stores in high-rent districts and it advertises through glossy, full-color catalogs mailed to high-income zip codes. Each has put together a winning formula.
But what if Target were to try selling its colanders and measuring spoons at the same prices that Williams-Sonoma charges?