When is it time to change your fundraising message? (Not yet, I bet)

Boredom — your boredom — might be the most powerful enemy of fundraising effectiveness for your organization.

Boredom is what causes many fundraisers (and other types of marketers) to keep changing their campaigns and messages.

As noted recently by Copyblogger, at How Often Should You Change an Advertising Message? (Way Less Than You Think).

Here’s how to think about it:

… if you release a brilliant but new message every year, a competitor can pass you with a less-than-brilliant, but consistent message. While their advertising message continues to soar, yours, on the other hand, stops at a certain height each year. Theirs keeps climbing while you are back at ground zero.

When the repetition is starting to make you feel batty — that’s about when your audience is starting to take notice.

They’re paying far less attention than you are. Don’t let your interior sense that you’re beating your message into the ground drive your sense of what your donors are perceiving.

We aren’t in this to amuse ourselves.


Comments

6 responses to “When is it time to change your fundraising message? (Not yet, I bet)”

  1. Here is a great list of ten re-branding fails that cost companies millions… http://www.canny-creative.com/2013/10/10-rebranding-failures-how-much-they-cost/
    Just because your leadership is “bored” with the brand does NOT mean it is time for a change – well, maybe a change in leadership…

  2. Here is a great list of ten re-branding fails that cost companies millions… http://www.canny-creative.com/2013/10/10-rebranding-failures-how-much-they-cost/
    Just because your leadership is “bored” with the brand does NOT mean it is time for a change – well, maybe a change in leadership…

  3. Hi Jeff,
    I’ve been enjoying reading your new book along with the blog. I was hoping you could clarify something between the two. On page 53 of the book (chapter 4, “We’re Being Brandjacked”) you say “variety is one of the most dependable fundraising ‘techniques’ at your disposal. If you always do something a certain way … change that. … You will likely see an increase in response.”
    Can you tell me what the balance is between that variety and the repetition you describe here? Thanks!

  4. Hi Jeff,
    I’ve been enjoying reading your new book along with the blog. I was hoping you could clarify something between the two. On page 53 of the book (chapter 4, “We’re Being Brandjacked”) you say “variety is one of the most dependable fundraising ‘techniques’ at your disposal. If you always do something a certain way … change that. … You will likely see an increase in response.”
    Can you tell me what the balance is between that variety and the repetition you describe here? Thanks!

  5. Brian, I think of it this way: consistency of message, variety of presentation.

  6. Brian, I think of it this way: consistency of message, variety of presentation.

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff 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. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 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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