All the research and experience told us that these particular donors in this particular situation were most likely to give around $25.
But the development director wanted more. He ignored the facts and asked for $35.
What happened?
Almost nothing.
He asked for more than they were likely to give, so they didn’t act. The campaign failed miserably.
If you want to succeed at fundraising, you have to start with donors’ needs, not your own needs. That applies not only to ask amounts, but to offers, design, story, and all content.
Ben Stroup’s blog says it well at Fundraising content begins with the donor:
Look at your content strategy. Does it reflect the needs, wants, and desires of your donors, or does it play perfectly into what’s best for you, your organization, and your cause? It’s amazing what you can learn about yourself when you take the time to listen to your own messages.
Too much fundraising these days is self-centered and brand-driven — not aimed at donors. I can understand the need to hone your message so it really feels good and accurate to inside audiences. But that’s an expensive choice, because it chases away donors.
Everybody knows that fundraising should be donor-focused. Not everyone is willing to actually make it so. When you do, you’ll reap the benefits.
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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