This issue explores the approaches of organizations and outlines the approaches that donors take today and how organizations can respond to them. The authors document the ways in which philanthropy has been changing, how donors want to be treated, and the dynamics that have fueled the growth of philanthropy in this century. They reflect the shift to supply-side focus and indicate that focusing on the donor and relying more on discernment of donor interests, values, and satisfaction and less on scolding, demanding, and challenging, will create a larger and more thoughtful philanthropic response. This issue serves as a complement to Understanding the Needs of Donors: The Supply side of Charitable Giving, New Directions for Philanthropic Fundraising # 29. This is the 32nd issue of the Jossey-Bass series New Directions for Philanthropic Fundraising.