Where Does Fundraising Begin?
If you said ‘the donor relationship’ you’d be wrong! Well, not entirely, The Agitator would still give you a B+.
But as he answers with respect to all marketing in his post, The circles of marketing, Seth Godin would say …
The Product
As Godin says: “When the thing you sell has communication built in, when it is remarkable and worth talking about, when it changes the game–marketing seems a lot easier. Of course, that’s because you did the marketing when you invented the thing, saving you the expense and trouble of yelling about it.”
He’s right. Less elegant marketing pundits have commented: “You can’t put lipstick on a pig!”
All the smart tactics packaging in the world can only do so much to make your charity or nonprofit more appealing.
Of course, not all fundraisers have the opportunity to shape (much less invent) the ‘product’ they’re selling. That requires status and seniority in the hierarchy … and the confidence and determination to have a strong voice about fundamental mission and strategy for attaining the mission.
But all fundraisers can get more knowledgeable and smarter about the virtues of their organization as beheld by their most committed donors, and then make sure those attributes shine forth in every fundraising communication.
Tom
P.S. And yes, you pig lovers, even the pig has strong admirers (hence the expression ‘hog wild’?) … it’s all about relevance!
One response to “Where Does Fundraising Begin?”
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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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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A good idea for charities to be more attractive is to partner with hip stores etc this way young people buy something they think it s cool and in the same way they donate. I got a shirt on that site http://www.causeurgood.com i saw they were partnering with my favorite charity.