Home Page
Gifts & Grants
Fund Raising
Managing Nonprofit Groups
Technology
Philanthropy Today
Jobs
Guide to Grants
The Nonprofit Handbook
Facts & Figures
Events
Deadlines
Current Issue
Back Issues
Directory of Services
Guide to Managing Nonprofits
Continuing-Education Guide
Fund-Raising Services Guide
Technology Guide
About The Chronicle
How to Contact Us
How to Subscribe
How to Register
Manage Your Account
How to Advertise
Press Inquiries
Feedback
Privacy Policy
User Agreement
Help
|
|
|
|
|
|
September 04, 2008
Prospecting: Are Charities Too Focused on Consumer Needs?
Are charities doing too much to encourage donors to focus on their own needs — instead of those of others — asks a new post in Prospecting, The Chronicle’s online column about fund raising.
Comments
Commenting is closed for this article.
Previous: From The Chronicle: $400-Million Grant Announced
Next: Give and Take: 'On the Spot' Marketing
Copyright © 2008 The Chronicle of Philanthropy
Savvy not-for-profit organizations recognize, as Peter Drucker said, organizations must listen to the needs of both their “primary customers” (those persons whose life is changed through the organization’s work) and their “supporting customers” (volunteers, members, partners, FUNDERS, referral sources, employees, and others who must be satisfied).
After three decades working in this sector, I have seen organizations forget this important concept and end up without both the human and financial support they need to be successful. So if perhaps the pendulum has swung a bit too much to the donor/funder side, so be it, since I have confidence it will re-balance.
— Bob Uerz, CFRE Sep 5, 09:25 AM #