It's been some years ago since Iβve read Ken Burnettβs 89 great ideas in The Zen of Fundraising. Many, if not all of them, keep coming back to me from time to time. Lately itβs this one: make the 90-degree shift.
Ken explains: βThe 90-degree shift is nothing more complex than seeing things from your donorβs point of view rather than from your own or your organizationβs point of view.β
He illustrates this with three good old marketing sayings:
- When a customer buys a quarter-inch drill, what he really wants is a quarter-inch hole.