Three Things Donors Want
I like Seth Godin best when he focus directly on marketing, as opposed to his ‘Rah Rah’ stuff aimed at motivating his tribe to bigger, better things. Although I certainly don’t object to the latter, especially when he’s advising how to overcome the bureaucratic constraints that afflict organizations.
Here’s a recent post — Three things clients and customers want — where he’s offering terrific marketing insight. You need to provide at least one, and not just the first one, he says:
Results — that’s straighforward.
Thrills — need to amaze and excite.
Ego — need to make them feel important, but don’t ‘industrialize’ it.
I think his advice applies to your donors as well. Take a few moments to consider your latest marketing communications against these three deliverables.
Tom
2 responses to “Three Things Donors Want”
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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I love this post – short & packs a punch – just like our marketing pieces should be. Thanks for keeping our eyes on what’s most important.
These ideas are really insightful. They cut straight to the point and can definitely be applicable to donors – thanks for the resource.