Too many nonprofit organizations get lost in the details. We’re deeply immersed in what our organizations are doing every day. We care about the work we’re doing, and we know our nonprofit is making the world a better place–otherwise we wouldn’t be working for our nonprofit.

But that passion can translate poorly when we communicate with donors. Instead of making them the heroes–the ones who make everything WE do possible–we want them to know our work is important. And that’s just not an effective way to raise money.

We talked to nonprofit iconoclast Tom Ahern to find out the answer to the question: What’s the best way to  love your donors (and raise more money)?

Watch below (and share!):