What’s Your Point?

“Shared Mission” donors are people who value the same things you do. They are proud to declare their association with you. The more clearly you define what you believe, the better you will be at finding these vital constituents. These people select their charities the same way they do political candidates and parties — aligning with those with whom they share similar beliefs. Where on your Web site do you present what you believe?

“Shared Vision” donors are people who are your most loyal constituents. These people believe in your Big Idea and want to help accomplish it. Present your vision and ask people to join you, then relate to them in that manner in all subsequent communications.

Certainly, there could be more than four donor classifications, but these are the building blocks — the DNA, if you will — for which to create content in order to engage and inspire people. Contextual Fundraising™ is a new concept I created, but it’s based on decades of understanding why donors give to charity. Donors are looking for a vision … a vision so crystal clear and inviting that it allows them to do more and be more.

The model on Page 23 is called Online Giving DNA. Its purpose is to help nonprofits understand the context of donors, i.e., why they do what they do. Understanding why donors give will help you shape and present inspiring content that answers donors’ unspoken questions. The statements on the left side of the model represent a donor’s logical process to giving online. The statements on the right side present the contrary rationale. Understanding why people don’t give is just as important as comprehending why they do.

Path of persuasion
One of your primary Web site objectives should be to build a strong case of support for your organization. To do so effectively, you must map out, for each donor classification, a path of persuasion; an encompassing experience that channels donors’ passion through your Web site, inspiring them to join your cause.