So much bad, irrelevant, ineffective fundraising is created because the fundraiser had this approach: I’ll show them the scope of the problem and the effectiveness of our solution.
What they don’t notice is neither of those things is very important to donors. The donor is asking questions like these:
- How can I make a difference?
- How can I express my gratitude for all I’ve received?
- How can I feel more significant and in control?
- What can I do to make the world better?
The Copywrite, Ink blog looks at this question from a commercial perspective, at Being Consumers: It’s Not Us And Them, Stupid. The main point is this: “If you want to write better copy or content, stop being a salesperson and start being a consumer.”
Thinking like a salesperson predisposes marketers to creating barriers because the initial premise is that there is an “us” and a “them,” with the primary goal being that we want “them” to do something for “us.” It’s stupid talk, and not nearly as effective or as interesting as thinking like what you are anyway.
Fundraising that tries to explain it all to donors is irrelevant, non-connecting “salesperson” talk.
Fundraising that works presents the donors with the solution to a problem in her life, or gives her an opportunity she’s been looking for.
Jeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.
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