Strangers and Friends

Dear Fundraising Friend:

A stranger is understandably suspicious of you.

A friend gives you the benefit of the doubt.

A friend is someone who has connected with you — someone with a history. If you’ve kept a promise to someone, then you’re a friend. If you’ve changed someone for the better, then you’re a friend.

Make it a habit to market to friends much differently than to strangers.

Excelsior!

(PS. I want to quickly distinguish friends from followers (the people who have a digital link to you – but no real connection). Followers are basically strangers. But can (over time) become friends. And, while we’re at it, the moment you treat a friend like a stranger (“Let’s just send everyone the same mailing. It saves money.”), they’re not your friend any more, are they?)