Let me introduce you to two examples of extraordinary fundraising that give us all a clear insight into our future.

The first is the tale of the water buffalo. Make time (eight minutes) and click the image below. Many thanks to Steve Bridger for drawing my attention to it - it's truly inspirational.

The second is so good I'm struggling for superlatives. Check this out.

The implications for fundraisers are profound.

Earlier this week I sat through the first four Whitewater Baby Boomer focus groups and, while it's early days, I've heard plenty of donors say they're bored and turned off by fundraising that asks for generic donations into the corporate pool. And, conversely, I've heard them thrilled with the idea that donations might actually pay for the stuff they've donated to. Ear-marking really is the future, whether we like it or not.

The Water Buffalo story shows exactly what will happen if we fail to understand this. Donors will take matters into their own hands or find other charities, who do listen, to support. Kiva.org cuts out the organisation-as-middle-man completely. Philanthropists make direct connections with people who need help.

Fundraisers take note: this is fantastically important. It's the biggest issue we face in 2007.

Steve Andrews