Keep It Simple
Yesterday, proffering a core principle of fundraising, I cited "trust is the new black," a phrase coined by Craig Newmark, founder of Craigslist.
How does a nonprofit build trust amongst its constituents?
Here a suggestion drawn from what appears to be the hottest trend in marketing these days, as reported by USA Today:
According to USA Today, marketers from Starbucks to Haagen-Dazs are discovering (or re-discovering) the power of "simple." In commercial marketing, "simple" translates into such valued attributes as "believable," "understandable," "more pure," "safer" and so forth.
The article cites a study reporting that from 2005 to 2008, there’s been a 65% increase in new products that feature the words "simple" or "simply" in their names. These words are replacing words like "natural" and "organic." By way of illustration, the article tells the story of Five, the new 5-ingredients-only ice cream from Haagen-Dazs, which is flying off the shelves of grocery freezers.
How might "simple" apply to nonprofit marketing?
- Plain English financial reporting might be one example.
- Straightforward direct mail offers, supported by cleanly designed reply cards, might be another.
- User-generated, cinema verite use of video (as opposed to slick).
- One-to-one copywriting (as opposed to one-to-many).
- Less confusing web pages and online donation mechanics.
- More documenting and reporting of accomplishments, without hyperbole.
- Simple, small scale illustrations of program needs and efficacy of solutions would be a biggie, in my judgment (as opposed to overwhelming macrostatistics ).
[And this, I submit, is how social media fundraising (as well as database-driven email) will work best … "I’d like you, Tom, to pledge $5 for every mile I run to support our local Cranford hospice."]
What other examples would you suggest?
Surely there’s far more to trust than "simple." Nevertheless, I don’t think there would be much disputing that trusting relationships — the ones that undergird donor loyalty — involve a huge dose of candor, directness, straightforwardness … which in my mind compute as simple.
Tom
One response to “Keep It Simple”
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
Good idea, Tom! This reminds me of decorating advice (really). My favorite decorating tip as a young homemaker was to store most of your tchokies (sp?) and just display a few at a time. I’m reminded of this whenever I land on a NPO website where I get lost in all the options, categories, and programs. Have we taken choice too far? Like the 100s of cereal choices at the supermarket? We can be complex organizations but simplify our interface with our supporters, lest we give them a migraine. Simple..I like it.