Strategic Fund Development: Building Profitable Relationships That Last, Third Edition

A Fundamental Truth

Pay attention to others first. Read lots more about this in Chapter 7, on constituency development. But I wanted to introduce the thought here, at the start.

In the first edition of this book, I started reciting this mantra: It’s not what you’re selling that matters; it’s what I’m buying that counts. That’s a fundamental marketing maxim. And it’s well worth keeping in mind as you work to build the four critical relationships. This mantra maxim holds true no matter what you’re doing: whether you are building a relationship with your community through strategic planning, strengthening your relationship with a candidate for trusteeship, enabling a volunteer to carry out fundraising activities, or strengthening the group dynamics among your staff colleagues.

What does this actually mean? Just look back at Chapter 1, basic principles. Read all about interest and donor centrism. If your organization wants my help as a volunteer or donor, you must interest me. Simply put, it doesn’t matter that you do good work. It doesn’t matter that you respond to a community need. If you do not meet my need—whatever it is—I won’t participate in any significant way. I may give you a token gift for some reason, but don’t count on more.

Marketing is a highly ethical concept that fosters relationships that share meaningful benefits between parties. There is a mutually beneficial exchange that—to be successful—requires understanding of and respect for personal interests and needs and ...