Fundraising – The Idea is to Make Your Donors Glad to Give
You probably know that guilt is one of the reasons why people donate to causes.
But apparently some non-profits believe that it’s guilt over not donating that motivates people.
No, no, no! It’s guilt over something they did or didn’t do in the past. Perhaps over a time when they could have helped someone and didn’t, perhaps over a time when they abused an animal or failed to step in with a hot meal that someone needed.
It’s the kind of guilt that you as a fundraiser can’t target – only the donor knows what mistakes lie in his or her past.
But guilt over not donating – forget it. You’ll only make an enemy.
Today I got one of those “guilt letters.” Instead of a request for help and an impassioned message giving me a solid reason why my help is so important, I got a statement.
The outside of the envelope says, in big bold red letters: “Statement Enclosed.”
Inside the message says “I’m deeply concerned because our records indicate…” It also says “Time sensitive – Respond ASAP.”
After that it goes on to give the reasons why my help is needed. But you know what? They had already lost me with the envelope.
How dare anyone presume to send me a bill, indicating that I owe them money and trying to make me feel guilty because I haven’t donated?
In today’s troubled economy you have fewer people who are able to give – and those who do will choose carefully. They want to know that their money will be spent wisely, and that the organization they choose will actually appreciate the help. Even if your particular cause is their passion – there are probably other organizations devoted to the same cause. That means they have choices – and they can choose the non-profit who will make them feel the best about giving.
I don’t know about you, but I wouldn’t feel a bit good about donating to anyone who demanded my money.
Posted: April 2nd, 2010 under fundraising, fundraising copywriter, gratitude.
Tags: attracting donors, copywriting, donations, fundraising