There’s something that some fundraisers don’t get that good marketers know instinctively: You’re not selling a product, gift plan, or naming rights. To paraphrase Steve Jobs, “You’re selling a dream.” It doesn’t matter if you’re buying a Ferrari or Ford, a Rolex or a Timex, diamond earrings or cubic zirconia, a villa on a lake or a weekend at an Airbnb: You’re buying a dream of something bigger, better, shinier, or easier. The same goes for donors. Your donors are buying a painting visualized in their minds. They’re not “buying” your mission. They’re buying a dream of lasting legacies;