Get ‘Em While The Grief Is Hot – Part 1
If your organization’s advocacy mission is directly related to or affected by the results of the 2016 elections, I hope you’re in the mail, on the phone, online and meeting with your donors right now.
Don’t wait. Don’t sit around in endless meetings and plan. Just get out there and ask for help. Give your donors and other supporters the opportunity to take immediate action and become involved.
The universal question on the minds of concerned donors/advocates these days is: What can I do?
In this traumatic (or jubilant if you’re on the other pole of the spectrum) post-election climate, politically concerned folks are dying to know that there’s something — almost anything — they can do.
Providing supporters an answer is your opportunity. The answer doesn’t have to be perfect. You simply have to indicate what your organization is doing or preparing to do, and ask your donors , volunteers — or prospects — to be part of it.
For example, within hours after the results of the presidential election I received email appeals from:
- Planned Parenthood (“If you want to stay in bed or hide from the world, I can’t blame you. But I hope you won’t. Instead, I hope you’ll join me in focusing on those important four words: These. Doors. Stay. Open”)
- American Civil Liberties Union (Photo of Donald Trump with caption, “See You in Court.”)
- Common Cause (“..we must prepare immediately to face what could be the greatest set of challenges in our 46-year history!”)
- Human Rights Campaign (“Stand with HRC and make a gift today. We need you to be with us for the long haul — this fight will be a marathon, not a sprint.”)
[See Daily Kos report on surge of contributions to liberal groups.]
And many, many more flooded my inbox. But, you get my drift.
Don’t delay. Get out there! Let your donors know you share their fear and anxiety, and wrap your arms around them with an offering of action.
Are you reaching out to your supporters while the grief is hot?
Roger
P.S. Tomorrow, in Part 2, I’ll share my thoughts on one of the most powerful communications you can use in today’s troubled climate.
3 responses to “Get ‘Em While The Grief Is Hot – Part 1”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
Read Full Answer
I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
Read Full Answer
Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
Read Full Answer
Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
Read Full Answer
There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
Read Full Answer
I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
Read Full Answer
I received a few of those appeal emails that maybe weren’t thought out as well as they could have been.I think it would be wise to really focus on connecting the ask directly to activities that will speak to the donor’s fears. Otherwise it comes off as: “You’re angry. We are too! Now give us $20.” This might just be me, but I’ll be much more likely to give if you remind me why giving you $20 is going to protect the rights of the people I’m scared for right now. And spell it out for me like I’m stupid because honestly I’m still in shock.
Couldn’t agree more Roger. Progressives are yearning for change and looking for a way to make a difference. If your organization is recognized as a leader in civil rights, the environment, public interest, social justice, reproductive health, you should really be out in the mail and online making the case for support and reinvesting in acquisition. As list brokers we can see the lift or decline in response and mail-able universe that can happen during a change in party leadership and this election is even more impactful than most. The window of opportunity to re-build and strengthen your donor base is now. The urgency is real, doesn’t need to be driven by a manufactured technique (I.e.”challenge match”), and people are actually seeking out ways to give and participate.
Sadly, the Agitator represents one side of “the aisle”. For a neutral perspective, visit http://www.victorialsanders.wordpress.com