Where Does Fundraising Begin?
If you said ‘the donor relationship’ you’d be wrong! Well, not entirely, The Agitator would still give you a B+.
But as he answers with respect to all marketing in his post, The circles of marketing, Seth Godin would say …
As Godin says: “When the thing you sell has communication built in, when it is remarkable and worth talking about, when it changes the game–marketing seems a lot easier. Of course, that’s because you did the marketing when you invented the thing, saving you the expense and trouble of yelling about it.”
He’s right. Less elegant marketing pundits have commented: “You can’t put lipstick on a pig!”
All the smart tactics packaging in the world can only do so much to make your charity or nonprofit more appealing.
Of course, not all fundraisers have the opportunity to shape (much less invent) the ‘product’ they’re selling. That requires status and seniority in the hierarchy … and the confidence and determination to have a strong voice about fundamental mission and strategy for attaining the mission.
But all fundraisers can get more knowledgeable and smarter about the virtues of their organization as beheld by their most committed donors, and then make sure those attributes shine forth in every fundraising communication.
P.S. And yes, you pig lovers, even the pig has strong admirers (hence the expression ‘hog wild’?) … it’s all about relevance!