Traditional marketing aims to drill down to the essence of the brand, the campaign, the product. When it's done well, the disciplined repetition of look, feel, idea and offer, repeated over and over across time, generates results.
Fundraising is the opposite. It begins with the essence, but its messaging evolves more rapidly across time. When its done well, it finds as many different ways as possible to build that core essence into a multitude of compelling reasons to give.
These approaches are decidedly not the same. Yet, great marketing gives fundraising a much better chance of success. And great fundraising makes the brand even stronger.
Three elements every effective fundraising initiative includes:
- Why support is important.
- How to make your gift. (This includes how much to give.)
Take a look at your fundraising materials.
- Is your case for "why" compelling?
- Is your description of "how" clear and concise?
- Is your sense of "now" strong? Does it say "don't put that letter down?" Or "don't delete this email?" Or "keep watching this video?"
WHY. HOW. NOW. Check it out before you send your appeal into the world.
With an all-consuming office move just completed, we've been away from writing for a while, which got us thinking about that age-old adage, "Absence makes the heart grow fonder."
Sadly, in the world of nonprofit organizations, absence simply makes you absent -- from minds, from conversations, from that sense of importance that's critical to drive engagement and support.
How connected are you to your supporters and prospects?
How often are you in front of them? What's your message? How does it look? How does it feel? What emotional benefits are you giving back to those who engage with you?
Are you truly dedicated to connecting, or do you ask... receive... then fall back until it's time to ask again?
Presence is far more powerful than absence.
For many who seek your organization online, a google search is their first touch point.
We did a quick spin through a bunch of organizations, and found that many (including ours) do nothing to enhance how their organization is listed. And you do have some control over that.
Here's some examples from those that have maximized their listing:
Mother Jones - Smart, Fearless Journalism
Planned Parenthood - Sexual & Reproductive Health - Sex Education
American Red Cross - Disaster Relief, CPR Certification, Donate Blood
Mercy Corps - Be the Change
Nature Conservancy - Protecting Nature, Preserving Life
Discovery Channel - Science, History, Space, Tech, Sharks, News...
Some are meant to inspire. Some are more practical. It's just a tiny touch, but every little touch helps build a larger brand and define a greater sense of purpose -- in this case before they even click through to your site.
Every little thing matters.
All promotion, marketing and communications efforts are designed to increase your value proposition and spur positive action. They're based on telling people important things about your organization.
Donor communications are a little different. Donor communications are about relationships. They work best when we share instead of tell... when we consider what the donor is interested in, not just what we want them to hear.
Think of it like this. That friend who only talks about himself vs. the friend who brings something to the relationship. You're willing to keep the second for life.
Ask yourself these questions before you craft your next letter, e-mail or facebook post:
What's in it for them?
If you were sharing this with a friend, how would you say it?
It's an easy way to build a donor-centric mindset inside your organization -- and retain more donors along the way.
Action follows confidence.
... Confidence that you have a solution.
... Confidence that the success of your solution involves participation.
You can write it like this:
"People say they value this program because it makes a difference. Won't you consider joining us with a contribution today?"
Or like this:
"You value this program. It makes a difference. Your contribution matters so much."
The second version speaks directly to the reader. It's action oriented. And it leads right to your follow up... to your great reason why their contribution makes a difference.
Copy can make or break the confidence level of your appeal. Since you're already out on a limb to make your goals, you may as well be confident about it. You'll raise more money.
Effective donor recognition doesn't stop when the donor gives. It happens all year round.
IT'S PROMPT -- Send your acknowledgements out as rapidly as possible. Paper acknowledgements are still important - not as fleeting as that online acknowledgement that's quickly forgotten.
IT'S PASSIONATE -- Beyond the business of the gift amount and taxes, this is a special opportunity to deliver
some key messages about your organization and its power to make our world a
better place. Design the package so it pops. Put a big “thank you!” on the front of
the envelope. Make it shine, delight and create a memorable interaction.
IT'S PARTICIPATORY -- Surveys... quizzes... polls... find ways (particularly online) to invite people to tell you what they most love about your organization. You'll learn more about them. They'll feel great about the opportunity to share. Send them emails with links to great content on your website or elsewhere.
IT'S PERPETUAL -- At least once a quarter, schedule a special social media post to thank your members. If you have a magazine or newsletter, make sure a bold thank you is included in every one. Send a holiday card. Send a surprise postcard mid-year with an engaging message on the front and an appreciative message on the back.
Call your supporters. A simple thank you call in the sixth month of membership has been proven to improve retention. That's something everyone can get behind.
So many creative ways to connect. And what fun it can be!
