Reflect on something you are struggling with right now. Maybe your kid is having trouble with math. Maybe you just got passed up for a promotion. Maybe you are in the middle of shifting an important relationship.

You are human. And you are dealing with the joy and struggle that comes with that.

Our donor audiences are human too. On any given day, at any given  moment, they are facing struggles — personal ones, familial ones, professional ones…

As communicators and fundraisers, there are two roads we can take. We can think of donors and prospects as numbers and revenue targets. Or we can think of them as people — and treat them like we’d like to be treated.

The answer is easy for me. What about you?