Through the Eyes of a Child: Donor Communications
Head and heart
The offer of $28 a month to help provide food, clothing, healthy living and education might be a rational offer that provides great value for investment, but what connected my daughter was the sympathetic link to Brenda — they both love dolls!
In direct-response marketing, the offer might be “king,” but that offer must tie into a donor’s deeply held values. To get to those values, you have to go through the heart. We do that by first knowing who our donors are and then crafting donor-focused creative that reaches into their souls.
The feel-good factor
My daughter couldn’t help but anticipate the impact of our sponsorship in Brenda’s life. She expected Brenda to react with joyful appreciation — and that projection gave my daughter joy.
When we communicate with our donors, we need to continuously let them know how their gifts make the recipients feel. That sense of making a meaningful difference in a needy person’s life or helping to make a needed change in the world is the gift we give our donors.
When Lauren asked if we could send Brenda a doll for Christmas, my credit card was still being processed for the sponsorship but already we were ready to go beyond that commitment to something more.
We must remind ourselves that the donor who has just given is the most likely prospect to give again — because they’ve demonstrated how strongly they feel about you — and they will want to keep that good feeling going about the impact their gifts make. So don’t ever shy away from asking your best and most recent givers to give once again. They want to!
Lauren was so excited about Brenda that she couldn’t wait to tell her older cousin. She talked with others about it too. She was an “evangelist” for child sponsorship.