No matter what you sell, you’re not really selling that thing, but the attributes or benefits of that thing. That includes fundraising. Here’s a good way of looking at that fact from Copyblogger, at The 5 Things Customers Actually Want:
- Ease
- Physical comfort
- Mental stimulation
- Identity reinforcement
- Social acknowledgement
Charitable giving is great at satisfying the last three.
- Mental stimulation: Are you giving donors information about what you want them to give to accomplish?
- Identity reinforcement: When donors give, they’re saying (to themselves and/or to others) I’m the kind of person who … You can talk openly about those things in fundraising.
- Social acknowledgement: Do you recognize your donors for all they do in satisfying ways?
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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