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Are Your Treating Your Donors Like Gumballs?

Gumball Machine cartoon Hugh MacLeod
Do you get your donor’s gift, chew it up, then spit it out? Done?

Want your donors to sustain you? Then you can’t consume them in five minutes. Yet all too often nonprofits treat their donors exactly like a gumball dispensed from a machine. Chew it up. Spit it out. Done.

Oh, yeah… maybe you send a quick thanks to whoever gave you the change to buy the gum.  But that’s as far as your gratitude takes you. You’re over it. You never even think about that gumball again. You probably can’t even remember what color it was. You’re off hunting down your next snack.

Little snacks are nice.  But they won’t sustain you over time.  One-time donations are the same way.  And they’ll stay that way – one time – if you treat them the way you treat your gumballs.

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