What makes ads (and fundraising) work?
The MondayMorningMemo tells us, at The Big Secret of Great Ads:
The secret of great advertising is that you must find something to say that your customer would be happy to hear.
We create advertising failure when we pretend that creativity can overcome the fact that we really have nothing to say.
What’s the fundraising donors are happy to hear? It’s like this:
A problem — a real, urgent, serious problem — or an exciting opportunity — that has a solution. A specific, believable solution that supports the donor’s values and is in her financial reach.
That’s music to a donor’s ears.
Which is why that’s the kind of fundraising that works.
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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