Avoid These Fundraising Turkeys in 2013
Turkey No. 2: Donor acquisition is too expensive. With our great website, we'll get all the new donors we need.
If you are a regular reader of this e-newsletter, then you've heard me say it before. Donors don't wake up and say, "Wow! Today would be a great day to send some of my hard-earned cash to a nonprofit that does {fill in the blank with whatever it is your nonprofit does]." Instead, we have to interrupt their day and remind them that there is this huge need, we have a great solution, and we could do more of that great solution if they only send in a donation.
Great websites are important. But there are a zillion great websites. Finding yours by chance can happen, but so can hitting a home run your very first time up to bat in Little League. Possible - but not probable.
Every year is a new opportunity for misguided people to suggest the best way to improve the bottom line is to eliminate that pesky and expensive donor acquisition. Don't let them prevail. It's the leading cause of slow but certain suicide by attrition.
Turkey No. 3: Let's stay positive.
Yes, donors need to hear about results and know that their investment is making a difference. Results are encouraging. Photos showing success makes your supporters feel good.
But need is what people support.
It's back to what I said earlier: There is this huge need, we have a great solution, and we could do more of that great solution if you send in a donation. Talk about the need. Use your words to paint a picture of a problem. Make readers feel some emotion when they think about the need. And then explain how they can help solve the need.
Pamela consults with nonprofits, helping them develop their fundraising strategy and writing copy to achieve their goals. Additionally, she teaches fundraising at two universities, hoping to inspire the next generation of fundraisers to be passionate about the profession. Previously, Pamela led the fundraising programs for nonprofit organizations. Pamela is a member of the Advisory Panel for Rogare, the fundraising think tank at Plymouth University’s Hartsook Centre for Sustainable Philanthropy, a CFRE, a graduate of Wheaton College (IL) and Dominican University, and holds a Doctorate in Business Administration from California Southern University. Contact Pamela at pamela@pjbardeninc.com or follow her on Twitter at @pjbarden.
