I recently happened on an article by Otis Fulton and Katrina VanHuss of Turnkey, Trump Buyer’s Remorse? Not Likely…. It relates to one of Robert Cialdini’s principles of influence and persuasion: “commitment and consistency.”
The main point is this:
Because we are wired to want to be consistent.
That to which we commit becomes congruent with our self image.
What does this mean for you as a fundraiser?
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Donors are always a bit nervous about their investment in your nonprofit. More than anything, they want to know what their hard-earned money is accomplishing!
Bloomerang found that 8% of donors failed to renew their giving specifically because they weren’t sure what their gifts accomplished.
THIS SHOULD NEVER HAPPEN!
If you want more gifts, you must give them.
And in this article we’ll look at why stories can be the perfect donor gift!
For a lot of nonprofit insiders, this is a paradigm shift. Think about it. I’m asking you to go from focusing on asking to focusing on giving.
Another way to consider this is to shift from focusing on selling to focusing on helping.
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In Part 1 of this two-part series I reviewed the ways nonprofit marketing and fundraising have significantly changed in recent years, and what this means for your ability to succeed in raising awareness and money.
I talked about how easy it is for leaders to blame staff, and vice-versa. It’s also easy to get sidetracked, because we’re operating in something of a Wild West frontier. And no one really is clear on the rules of the game.
Within the current zeitgeist, the job of the development professional becomes critical. Your organization needs you to lead. They need you to be an expert strategist, even if they don’t always know this.
If you’re just put into a corner and told to “go forth and raise money” or “go forth and make our name known,” you’re in for a bumpy ride. But you have the power to smooth the way!
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There’s something killing your nonprofit’s marketing and fundraising.
Corrupting. Sullying. Debasing. Adulterating.
Yup, yup, yup, yup.
A silent killer. Insidious.
Know what it is?
I’ve crafted a two-part series of articles to tell you not just what it is, but also how to stop it from happening.
Before I tell you, think about this for a moment.
What’s holding you back?
Why aren’t you able to be more effective when it comes to raising both awareness and money?
I know you try. A lot.
But the progress just seems so incremental. Or, even worse, non-existent.
What’s the deal?
I’m going to give you both an answer, and a solution. But first…
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How do you create loyal donors? By creating satisfying engagement and amazing experiences.
At. Every. Step. Of…
The. Donor. Journey.
This is the trek you facilitate. You’re a bit of a Donor Sherpa. The way you lead will impact whether, and how long, donors will follow. Every step of the journey is important.
How carefully are you thinking through each step?
No matter what you do, the steps exist. Your donor has to step through them. Forwards or backwards. Upwards or downwards.
Ascertain what these steps look like for your organization’s donors. Are they leading folks onward and upward? Or are they forbidding, dangerous and inherently unenticing? Honestly assess whether the journey is one that is donor-centered. Or one that is all about you, your convenience and your needs.
Before we get started with the creation of five donor experiences to boost online fundraising, I’d like you to being with one “to do.”
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If a monthly giving program is not one of your key strategic annual fundraising strategies, this is the year you should add it to your development work plan.
Why?
It’s your secret to being sustainable, short-and long-term. Because recurring donors give more and stay more loyal over time.
These donors can become a reliable source of predictable annual revenue that minimizes stress and uncertainty.
This is something you should seriously consider, don’t you think?
And it’s really not rocket science. It’s something you can and should do. And I’m about to give you a step-by-step process to help you maximize your annual contribution revenues.
Should you have any doubt that this will yield impressive results, take a look at
DetailsRecognition. Appreciation. Acknowledgment. Gratitude.
Psychologists, sociologists, philosophers, economists and historians have often studied and documented this phenomenon. It’s part of our quest for meaning and connection.
I like the way
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In Part 1 we looked at establishing event goals and objectives; then determining if an event was the most efficient and effective way to achieve desired outcomes.
We recognized most events are less about actual monetary return on investment (ROI) than they are about return on engagement (ROE).
In other words, if you’re doing an event purely to raise money there are other more cost-effective fundraising strategies. However, events done right are an excellent awareness-raising, branding and donor cultivation tool. You just have to go into events fully cognizant of what success will look like, both from your organization’s and your donor’s perspectives. Only armed with this understanding can you create events that will be worth your while.
Today we look at ways to make events – once you’ve decided to hold them – fulfill both your and your donors’ dreams.
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Do you think of your nonprofit event as a “fund raiser” or a “donor cultivation experience?”
The simple, obvious answer, of course, is that a good event is both.
In practice, however, successful event fundraising – galas and sport events and auctions that are worth the effort — is not this simple.
So let me ask this question another way:
What is your number one goal with your special event?
Think about this carefully for a moment. There can be a lot of reasons, good and not-so-good, for embarking on this admittedly resource-intensive strategy. Do your ends justify your means?
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It’s that time of year. You know. Best movies of the year. Best bos of the year. Most embarrassing moments of the year. List time! Before we’re any fully into 2018, here’s my “Top Ten” list of the most-read Clairification articles in 2017. Some of them were written this past year. Some in previous…
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