Variety Is the Spice of Fundraising
You certainly wouldn't write a series of direct-mail packages with exactly the same story. By the same token, you see less long-term benefit when you repeatedly offer the same emotional reward.
Remember, there are at least six proven motivators you can tap that encourage people to give:
- Anger
- Fear
- Guilt
- Greed
- Recognition
- Exclusivity
The most successful fundraisers use most or all of them at one time or another. There are complex strategies, not to mention testing and experience, that can determine when and how to use various motivators to maximum effect.
The important thing is to touch your donors' emotions in a variety of ways. Your mission may be simple. But the ways you can ask for support are not.
- Categories:
- Creative
Willis believes in expressive writing, exceptional fundraising, and exuberant living.
Willis Turner is the senior copywriter at Huntsinger & Jeffer. He was an experienced writer and creative director in the traditional advertising world for more than 20 years before making the switch to fundraising nearly 15 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, as well as collateral materials and communications, that get attention, tell emotional stories, and persuade people to take action or make a donation.
