Persuading Your Donors
The Agitator has a bit of a debate underway as to whether in fundraising our task is to change donors (which I regard as moving someone from disinterest and apathy to at least some level of commitment) versus tapping and activating some sentiment and concern already in place in their heart and mind.
Either way, fundraisers are in the persuasion business, and basic rules of persuasion apply.
Here’s a simple model of persuasion from Roger Dooley at Neuromarketing. He calls it The Persuasion Slide.
Dooley talks about ‘nudging’ the prospect — some sort of call to action that gets attention — then taking advantage of ‘gravity’ — the prospect’s pre-existing needs, wants, desires. It’s the energy your prospect brings to the table. As Dooley says: “Gravity is not something that you create. Rather, you need to understand this customer starting point and align your offer and your language with it.” I like his use of the ‘friction’ concept, as resistance to be overcome.
So that’s the ‘tap and activate’ theory.
In her article — What do you offer donors? — Karen Zapp of the Nonprofit Blog gives some advice I take aboard as how to translate that theory into practice when it comes to writing fundraising copy.
Karen recommends starting with the offer, then making sure all other copy supports that offer. Indeed, she begins by writing the P.S. for direct mail and email appeals, plus the replay device for direct mail.
Says Karen: “Spend time crafting a strong offer. Write it first. There’s a lot competing for your donors’ money. Don’t get lazy or arrogant and assume your mission is so important that you can avoid writing an exceptional appeal with an equally exceptional offer.”
Karen’s offer is Roger’s nudge. Amen to both.
Tom
One response to “Persuading Your Donors”
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I like Karen’s article. Thanks! I don’t think we are going to convince those who sit opposite of our causes. It isn’t efficient and strategic use of our time to try to persuade the unwilling, unphilanthropic, but we certainly can give people a little push. ABC – access, BELIEF, and capacity, right? I think you have to have the belief or you are spinning your wheels and missing out of giving that little nudge to those who do believe. Of course, taking a moment to assess belief certainly is worth the effort.