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The Most Important Information

In: Lead Community Fundraising

Author

Listed:
  • Linda Mareen Neugebauer

    (Prosocial Agencia de Fundraising S.L.)

  • Irene Zanko

    (DIRECT MIND GmbH)

Abstract

Digitalization is changing everything. The way we communicate, the way we think, and the way we live. And it’s also changing the way we fundraise. But this digital fundraising is not just old wine in new bottles—it is different from offline fundraising. Why? Because the digital is fundamentally different—much more dialogic, faster, more personal, but also less transparent and often less trustworthy. As a result, the fundraising world as we all know it is changing—it is becoming more demographic. This can be seen, for instance, in the fact that donors today not only donate, but also have a say and participate in decision-making. This changes the relationship between the organization and the donor—they are now finally on an equal footing.

Suggested Citation

  • Linda Mareen Neugebauer & Irene Zanko, 2021. "The Most Important Information," Management for Professionals, in: Lead Community Fundraising, chapter 11, pages 175-177, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-77849-1_11
    DOI: 10.1007/978-3-030-77849-1_11
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