Just because I care about something, and somehow learn you are involved in doing something about that thing, doesn’t mean I’m going to support you financially.
Why should I? There are a lot of good causes out there, and making a decision to invest in you is something I need to act on.
I’m busy. I’m overloaded with information. And inertia is just too powerful a force.
No matter how much your marketing messages may resonate, most folks are going to remain bystanders.
You have to get to the engagement if you want to get to the marriage.
Claire Axelrad writes on her site why it’s your job is to move donors from awareness to engagement.