Read This in the Next 5 Minutes!!!
This demo taps in to donors’ deeper emotions about the issue, and it not only shows donors how they’ll feel about changing hearts and minds, but also dramatizes the advocacy that the charity does.
In each of these three examples, the demo portrays the mission of the nonprofit in a way that puts donors right in the center of the work, and that’s the essence of donor-centric fundraising.
What’s more, the demo itself involves the donor. If we want donors to get immersed in our appeals, we have to find new ways to surprise them. That’s what keeps them reading. The minute their expectations are confirmed about what’s coming next in an appeal, we’re boring them. And that means we’re losing them. And their support.
But when we surprise them again and again, they stay interested, wondering what will happen next. Then they’re taking in our message while their everyday skepticism is suspended for a few minutes. And chances are, as they discover for themselves all the good they can do, they’ll give — not only to the appeal that’s in front of them but also to the appeals they’ll receive in the future. And the result will be stronger donors relationships, greater loyalty and more funding.
George Crankovic is an experienced, award-winning fundraising copywriter and strategist, he helps nonprofits reach and engage their donors through multichannel direct response, combining strategy, messaging, offer and audience to maximize results for acquisition, cultivation and reactivation. With a proven track record in marketing communications and fundraising, George has worked with blue-chip nonprofits from The Salvation Army, to Project HOPE, to World Relief, to The Red Cross and more nationwide.
An in-demand writer, George has published articles in Fundraising Success magazine, Nonprofit Pro magazine and other national publications. He is a guest blogger at Jeff Brooks’ Future Fundraising Now site, and he blogs at www.marketing-fundraising.com.