Many organizations believe that their uniqueness is the main reason donors will choose them for their charitable giving. That's a revenue-crushing mistake.

Successful fundraising starts where the donor is -- not in the organization's uniqueness -- and makes a clear, simple case.

"I'm looking for an organization to support that's completely unique," said no donor, ever.

Your uniqueness is important. But it can drag down your fundraising if you over-focus on it.