November 30, 2015
Do you feel like you’ve been on the receiving end of the same marketing advice for years? Or that the outdated marketing tactics promoted by fundraising blogs, websites, and experts isn't relevant to your fundraising strategy – and might actually be killing your results?
Here's one I hear pretty often: "If you show them the logo three times, they’ll remember it."
Whenever someone offers advice like this, my first impulse is to ask: "Do you have a study you can point me to that offers evidence in support of that claim?" As you might imagine, the conversation usually turns pretty quickly to other subjects.
So what does it really take for your organization's brand to resonate and be remembered by donors at this time of year?
Here are five things that will help:
1. Stand for something. In general, donors care more about the cause or issue you represent than your organization. Which means you need to boldly promote what it is your organization stands for and then empower your audiences to support that mission. Your messaging should use emotion, clever wordcraft, and compelling images to separate your organization from all the other organizations out there. And remember: You can't be everything to everyone. Or, as my dad used to say, If you stand for everything, you stand for nothing.
2. Communicate with your donors throughout the process, not just at the end. Through our research, we've discovered that donors want to know what organizations are doing with the resources donated to them. In other words, it's imperative that you help individual donors understand how you're using their donations – and that you don't wait twelve months to tell them. As soon as you receive a donation, tell the donor about the person or project his or her gift will benefit, and then make an effort to communicate on a regular basis the change his or her support for your organization is helping to create.