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by not scolding people as they're giving but thinking about how giving makes them
feel and using that understanding to enhance
that value people get from their giving. For many years as a
sector we've been focused on thinking about getting people
to increase their giving by meeting their motives for giving so we've become very good at focusing
on impact that we deliver for beneficiaries.
The mindset that needs to change over the next few years we think is getting people not
to focus exclusively on what's going on
for beneficiaries but also focusing on what we *do*
as organisations and how that impacts on individuals.
So what the giving does for the donor and what when we fundraise, those messages, the impact they have on the individual donor.
And try and engineer our communications so that, yes they feed back to people
about how their money is being used and deliver that impact and we also think about how we encourage people to feel better about their philanthropy.