Why Tapping Into the Power of Good Strengthens Fundraising Appeals

Donors are dreamers. Not all, of course, but certainly most donors. Granted, some people may give because of the tax deduction or some other financially related reason. But even then, there has to be some consideration that the donation will also do some good.

Yes, donors are dreamers, because at its core, giving is aspirational. I give to a nonprofit because I’m hoping that something will be better tomorrow than it is today. 

Food will go to the hungry. Shelter will go to the homeless. Medicine will go to the sick. Justice will go to the wrongly accused. 

That’s why giving is an act of goodness. And because of this, the donors want to be able to think of themselves as good people. 

Just as in commercial marketing, where the ads tell us that a car is not only transportation but a way to be seen as more attractive and more successful, fundraising appeals should consider not only the nuts and bolts of the charity’s work but also the intangible benefits to the donor. 

Donors give for many reasons. But one of those reasons has to be the intangible benefit of thinking of oneself as a good person.

Do some donors give to assuage guilt? Maybe. There’s the organized crime boss who makes a big donation to the church. But even then, the donor wants to be seen as good.

Why Appeals Miss the Mark

Why do so few fundraising appeals actually convey that you’re a good person when you give? 

Is that considered too sentimental? Too melodramatic? Too mawkish? It’s hard to understand why. 

In recent years, we went through a period where mail and email fundraising appeals often told donors, “You’re a hero!” As if writing a check for $15 were an act of heroism. It’s an act of generosity, compassion and kindness to be sure. But heroism? 

Still, that “You’re a hero!” language wasn’t seen as over the top. Why then should it be seen as over the top to tell your donor that they’re a good person? It’s not over the top. In fact, it’s one of the main reasons that donors give. 

Plus, it has the added benefit of being true. The truth is, your donor is a good person, and the nonprofit should convey that in its fundraising appeals.

Ways to Reinforce the Message

Philanthropic psychology tells us that donors respond when the message is “You give because you’re a good person” rather than “You’re a good person when you give.” Fine. The point is the same. Fundraisers should tap into the donors’ desire to see themselves as good people. 

How to do that? There are lots of ways. 

There’s the donor appreciation certificate. This is tried and true. Who can resist seeing their name emblazoned on a certificate saying how wonderful and generous they are? The not-so-subtle subtext? You’re a good person, because good people give. 

There are special awards. You can send your donor a Good Neighbor Award, for example, with their name on it. Good neighbors translate to good people.

There are impact reports personalized with the donor’s name. When the report says, “You made this good work possible,” the donors hear, “I’m a good person for doing it.”

There’s membership in giving groups like sustainers, president’s clubs and legacy societies. Here, donors can see themselves as good people in company with other good people.

There’s the messaging in appeals and thank-you letters. Depending on the context, why not come right out and say it: “You’re a good person!” Especially in a thank-you letter, there’s no need to hold back. This is where to turn on the charm and tell your donor that you think she’s a kind, generous and yes, good person. 

These are just a few ways to acknowledge donors and reinforce the idea that they’re good people. 

The Deeper Connection of Donor-Centric Fundraising

This is an important aspect of donor-centric fundraising — connecting with donors not only on a practical level (I’m sending food for starving people) but also on an emotional level (I’m doing something good that I can be proud of, something that reflects back onto me.”) That emotional level is below the surface, but it’s where the connection with donors is stronger. 

It just makes sense that tapping into the emotional core of why donors give should naturally lead to better results, better retention and better revenue numbers. There’s no need to be overly salesy or pushy in your fundraising appeals. It’s just a matter of meeting donors where they are, showing that you understand what they really want and letting them feel good about themselves.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.