A few weeks back, Seth Godin wrote a post called Selling the benefits of charity.
To tell you the truth, I didn’t get it. His conclusion … The scalable unique selling proposition is that being part of the community is worth more than it costs.
Huh?!
I just re-read it, hoping I might be smarter today, but still think it’s rather obtuse for perhaps our most gifted communicator about marketing.
But he did say this: A donation earns you peace of mind.
And that’s the real gem in his post.
Whether your donor is responding out of anger, frustration, hope, guilt, sympathy, fear or whatever feeling about an issue, what they are seeking emotionally is peace of mind.
They want to feel better about the situation.
Is that what your fundraising appeals are offering?
Tom
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Hi Tom.
Tom Ahern was in Dallas yesterday and presented to the local AFP chapter. One of his talking points addressed “why donors give”. He too spoke to assuaging guilt, comforting fears and proving to oneself or others that they are good a person. My take away, the halo effect matters to the donor, wheather mentally or within the community.
Our fundraising appeals are getting Tom’s suggested audit, and our hope it that our fundraising appeals will share the love and we can all feel better about the situation.
I for one think you made a good point. People do contribute to feel peace of mind. Donating helps a lot with the soul.
So short.
So sweet.
So succinct.
So true!
@HashTagRon
At my last gig, fundraising for a mid-sized org, we talked about communicating a message of abundance, not scarcity. I personally prefer that (though it is sometimes tough). As a donor, I think it’s more exciting to build on the org’s history of success, like helping the next kid learn to read, as opposed to frantically filling the gap. Building on success is what makes me feel better at the end of the day.
What a great litmus test: Does your fundraising communication piece (whatever it is — an appeal letter, a proposal) offer the opportunity for peace of mind? If not, rewrite.
Love this post — many thanks!