When to delete and start again in fundraising

From the great Culture for Hire, 3 foolproof tests for customer-centric arts marketing. It’s aimed at arts marketing, but with a few minor word changes, it becomes a guide for effective fundraising:

  1. Imagine your ideal [donor]. Would they ever say [insert your fundraising copy here]? No? Delete that copy and start again.
  2. Pretend you’re a [donor] asking “What’s in it for me?” No tangible answer that ties what you do to their life? Delete it and start again.
  3. Look at your imagery through the eyes of a new [donor]. Does it feature something that they might not be familiar with? Yes? Delete it and find an image they can relate to.

And get this downloadable customer-centric arts marketing checklist. Even if you aren’t an arts organization.


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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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About the blogger

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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