We Love Ourselves
That’s what marketing guru Seth Godin says.
And the best brand stories help the customer/donor do that.
Says Godin: “We love the memory we have of how that brand made us feel once. We love that it reminds us of our mom, or growing up, or our first kiss. We support a charity or a soccer team or a perfume because it gives us a chance to love something about ourselves.”
And: “More than ever, we express ourselves with what we buy and how we use what we buy. Extensions of our personality, totems of our selves, reminders of who we are or would like to be. Great marketers don’t make stuff. They make meaning.”
The best fundraising copywriters know the truth of this. They know that giving gives meaning. That’s why their stories are about the donor, not the cause or organization.
Go forth fundraisers, and as Godin suggests … “make meaning”.