Who Made Your Best Ad?
Or came up with the best fundraising message? Or the phrase or image that cut right through the rest of the plain vanilla?
If your nonprofit is in the habit of actually listening to your donors (or the beneficiaries of your organization), chances are one of them did … or could, if given the opportunity.
Probably every fundraiser has used testimonials at one time or another … in direct mail letters, brochures, on websites, print ads, TV commercials. They are the most elemental form of letting someone else speak for you, from firsthand experience and with genuine emotion and special credibility.
But of course, the modern tools of the internet have catapulted to an entirely new level the ability of your donors to express themselves on your behalf … indeed, whether you like it or not. Social media tools in particular, often conjoined with “home-made” video, have spawned an entire volunteer industry of “user-generated” content.
And often these “out of your control” creative efforts are far more compelling than anything your in-house team or fundraising and communications consultants come up with.
Aline Reed, creative director of Bluefrog London, explores this theme in a terrific article — What kind of advert would your supporters make, for you? — just posted at SOFII. The article has several direct links to excellent examples that illustrate her point — unleash the creative potential of your donors and followers. Ever hear the Greenpeace “Mister Splashy Pants” story? Check it out in Aline’s article.
Aline, congratulations on a very robust and provocative presentation. You deserve a raise!
Tom
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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