It's been some years ago since I’ve read Ken Burnett’s 89 great ideas in The Zen of Fundraising. Many, if not all of them, keep coming back to me from time to time. Lately it’s this one: make the 90-degree shift.

Ken explains: “The 90-degree shift is nothing more complex than seeing things from your donor’s point of view rather than from your own or your organization’s point of view.”

He illustrates this with three good old marketing sayings:
- When a customer buys a quarter-inch drill, what he really wants is a quarter-inch hole.

donor loyaltyReinier SpruitAugust 5, 2011Ken Burnett, The Zen of Fundraising, 90-degree shift, Mark Woerde, Maimonides, book