Do You Fundraise At or With?
Does your fundraising ask who should I send this appeal to or what appeal should I send to this person?
Fundraising at vs. fundraising with. It’s the difference between involving and connecting versus hoping that people give you the mental time to see themselves in your appeal. Most won’t.
We also call it bookend fundraising, heavily focused on the brand and the program A, B C or Issue X, Y, Z. And while those elements matter, they aren’t the main reason people give, they are supporting characters in the story we want to tell.
The story we want to tell is the Supporter’s story. All giving that is sticky is auto-biographical. It’s their personal narrative played out on your brand stage.
We need messaging that shows them we know who they are. In this way we move away from asking who do I send this appeal to and instead, asking what do I send to this person who is a parent /animal lover/conservationist/activist?
How do I change my appeal for the Conscientious Conservationist compared to the Open one? You can successfully fundraise on climate change for the latter, cute and cuddly animals for the former. Send them the same thing with bookend fundraising and you raise less money. Their story determines yours, not the other way around.
Kevin
3 responses to “Do You Fundraise At or With?”
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 […]
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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 […]
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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 […]
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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 […]
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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 […]
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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 […]
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Again, while direct response is your target market. You have uncovered a topic that Major Gift Officers need to hear. Certainly, you have to be clear about mission, vision, but it is the opportunity that matters.
You can’t get to the opportunity without curiosity about donor prospect, so sit back and ask questions that stimulate a story. As you listen and convert their story in your needs, miracles happen. I have raised over $231 Billion being curious. I wrote a book about million dollar donors even thanking me for the chance to be in their program, their ideas matter.
Your comment, ‘…the story we want them to tell is their story.’ Oh, if fundraisers only understood that simple rule. Nonprofits would be over flowing with resources.
I am recommending everyone read your message today.
Hi Bob, always appreciate your reading and commenting, thanks for this thought and the prior one highlighting the parallels between mass mkt and major gift.
I also run a telefundraising and canvassing operation whose parallel is even closer given that interpersonal conversation is the medium. The best success by far comes from mostly unscripted dialog with the would-be donor leading. People love talking about themselves, it’s part of the human condition. If you show interest and respond accordingly the sale makes itself. And this isn’t just upfront conversion (one-hand clapping), it’s sticky signups because they’re invested in their story, which you made front and center as the reason for becoming, in this case, a monthly donor.
Kevin, Thanks, if I deserve the recognition that has come my way, it is because I am curious. Two quick stories: First, while at a major university, have lunch with a founder of now an international company, but at the time an emerging giant. Almost from the start he says I want to give me a million to put his name on a building. To my own surprise, I turned it down. Long story, but many he taught me so much. Ultimately, became a $13 million endowment of a school. Now 30 years later, more than several thousand graduates, (he has passed, but his family has embraced the school), just move the school into a new $80 million building. What he desired was immortality.
Second, story. Asked, ‘How did u become successful?’ Two hours later I knew I was there for the wrong pitch of a million. Thirty days later at the half time of a BB game he agrees to a $7 million endowment for a school. A year later he gives $2 million to start a new building. At my going away party, he says, “Bob taught me how to give away more money than I have.” On his death bed he calls, gives $500k toward another project. A real philanthropist that had been waiting to be asked ‘…how he became successful.’
This is not hard work, but one has to be curious…and you are right it is always their stories, not yours.