"But your donors run away from 'needs.' they hide from the institution that isn't financially stable. Major donors give to bold, heroic, and audacious programs rather than to needy institutions.
Keep in mind, too. that your organization doesn't have needs. People have needs. Your organization has the answer, the solution to problems and challenges. Don't sell needs--sell your answer, your response, your successful solutions." page 39
I thought these were interesting thoughts and might even help those of you that are on deputation. John Pearson gave me the book to read last night. It is a short book and quick read but has some things that will be interesting for you.
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