Why I Care About Your Cause, But Don’t Donate
It was always about them, not about me.
What was the message that I needed to hear? Marketing expert Seth Godin puts it simply, “People like us do things like this.” People tend to label themselves in a certain way or with certain ties to their social groups, community or experiences. The more strongly held are the self-beliefs, the more likely they are to behave in ways that are consistent with them.
Although I felt strongly about the issue, I didn’t feel strongly about myself. Without seeing myself as a “Parkinson’s disease evangelist,” I wasn’t likely to evangelize.
The lesson for nonprofits is this: Rather than focusing on the mission’s need or what donors’ gifts can accomplish, make your communication more personal.
“We’re reaching out to you because you’re a caregiver who knows how difficult it can be. Caregivers support other caregivers.”
The way to make it about you is to make it about me first.
Katrina VanHuss and Otis Fulton have written a new book, Dollar Dash, on the psychology of peer-to-peer fundraising. Click here to download the first chapter, courtesy of NonProfit PRO!
Katrina VanHuss has been instilling passion in volunteer fundraisers since 1989 when she founded Turnkey. Otis joined in the fun in 2013 as Turnkey’s resident human behavior expert. One thing led to another, and now as a married couple, they almost never stop talking about fundraising, volunteerism and human decision-making, much to the chagrin of most dinner companions.
Through their work at Turnkey, the pair works with the likes of the American Lung Association, Best Buddies, Leukemia & Lymphoma Society and the Cystic Fibrosis Foundation, using human behavioral tendencies and recognition to create attachment and high fundraising in volunteers.
Katrina and Otis present regularly at clients’ national conferences, as well as at BBCon, NonProfit Pro P2P and Peer to Peer Forum, and are the co-authors of the 2017 book, Dollar Dash. They live in Richmond, Va.