Drinking your own Kool-Aid

It's the easiest thing in the world to do... to convince ourselves that we have all the answers because of our own life experiences. When it comes to communications, this is a dangerous place to be. Here's why:

• You are not your target audience. 

• The knowledge you think you have is not as valuable as actual evidence of human behavior and results. 

• You can't change things effectively without understanding how they got to be this way in the first place.

 Listen... learn... understand... then act.

Think big

Here in the community where we live, Nike founder Phil Knight caused quite a stir over the weekend with a very public and dramatic announcement of a $500 million challenge gift for cancer research. 

A news article can be found here.

This is not only an incredible statement on how he and his wife value the work of the organization they've chosen to support with such a groundbreaking gift... but it also speaks to the power of an organization with a vision... an organization that isn't afraid to dream big... an organization that is confident and unfailingly honest about what it will take to successfully accomplish the work it has set out to do. 

Sure, $500 million isn't what every organization needs to fulfill it's potential. But what amount would transform your organization's ability to do more? What steps can you take to put a value on the impact your organization can create? And what steps will you take to set about making it happen?

Walk the line

To build a great marketing or fundraising program is to balance two competing sensibilities:

1) Question everything. Constantly.
2) Move forward. Confidently.  

You need both, but one will always want to prevail.

Too much questioning - you risk becoming frozen.
Too much confidence - you risk missing the mark.

Be aware. Embrace the conflict. Walk the line.

What your supporters really think

One of the best things you can do before you begin to craft your next campaign is pick up the phone and call five or ten of your supporters.

Thank them for what they do, ask them what they most appreciate, treasure, or love about your organization, and engage them in an actual conversation.

Your job: LISTEN.  

Listen to what they say. Listen to how they say it. Hear what's most important to them.

Write it down. In their words.

Chances are, the way they speak is the way you should sound in your campaigns to build a greater connection and deeper sense of meaning that will inspire greater giving.

Incentives V. Mission

There's no doubt that incentives (t-shirts, tote bags, bookmarks, benefit events...) are an important fundraising tool.

However, when incentives automatically become your "go-to" technique every time you launch a campaign, it's an indication that:

A) Your organization has become addicted to the boost in results an incentive can provide, or 

B) You've run out of compelling messages.

In the case of the former, overuse of incentives will stop working over time and will negatively impact your retention rate. However, this situation can be difficult to unwind on your own. 

In the case of the latter- get busy!

Start making lists to refresh your thinking:

10 awesome things your organization does
10 reasons someone should care
10 ways your organization makes a difference
Etc.

Then bring these fresh, important ideas into your campaigns. 

Incentives may get you that extra point, but mission is what will get you across the goal line consistently time after time.

Who are you?

"Who" is your organization?

The scrappy startup? The underdog? A major force? A champion?

Are you under threat? Or leading the charge?

Are you for something? Or against something?

While your organization can be all of these things in different times and circumstances, when it comes to campaign development, a keen focus on bringing out just one element of your personality can deliver powerful results.

Motivations

Behind every contribution is a motivation.

Motivations come from feelings:
Responsibility - opportunity - taking a stand

Motivations come from perceived outcomes:
Keeping it strong - building something bigger - becoming a part of it

Fortunately, people tend to respond to these motivations based on their age.

Older = It's our responsibility to keep it strong
Middle (boomer) = It's our opportunity to build something bigger
Younger = Stand behind it, get involved

Consider how these motivations will appear in your next campaign. Focus in on just one to build the strongest appeal.