Easier Said Than Done: Elements of a Great Fundraising Offer
Like it or not, we human beings make virtually all our decisions with our emotions. Then we circle back with our rational minds to either justify or talk ourselves out of our emotional decisions. This is a biochemical fact. When you ignore it, your fundraising suffers.
If you're having trouble believing me, try this thought experiment: What would galvanize you to a quicker and stronger action — a toddler heading straight for a busy street or a whitepaper about the rate of childhood traffic injuries and fatalities?
The whitepaper is about a bigger problem than the single toddler, right? Shouldn't it stir you to move even more? Of course not. That's the power of emotion.
You can't educate a donor into giving. Having an airtight, rational case for your offer will get you nowhere until you can bring a tear to the donor's eye.
I realize these seven steps are a significant challenge. But when you successfully bring them together, you'll have a great fundraising offer.