You Asked—Fundraising Questions Answered
How do I make our cause a "sexy" cause for donor giving? Some causes are tougher; you can't use cute kids and puppies to tug at the heartstrings. But you can tell a compelling story about someone whose life has really been improved. You can help your donors engage their hearts and their heads in understanding the problem and the great solution you offer. You can show them the value you offer for their gift. You can help them put themselves in the picture and find a connection either with someone being helped or someone doing the helping. We can waste time being jealous of people with compelling logos like World Wildlife Fund (a panda is a tough act to top) or great causes, but it's far better to invest that time digging out the great stories and photos that will make your cause resonate with donors.
What are the best strategies to inspire a subscriber, who may already feel they are "supporting the cause" through social media likes/shares to make that first financial donation? I have no easy answers; some people will never make that switch. But others will, if you give them a compelling reason to donate. Make sure your content on your social media is regularly updated, well-written and interesting to read, and don't hesitate to occasionally ask for a donation and include a link to your website. But you have to make the case, "Your support on Facebook matters to us, but right now, we urgently need friends like you to help up meet our goal of raising $X for [compelling program info]. Will you go the extra mile today and help with a donation? Just $5 will bring us closer (etc.)."
No promises—as I said, some people will never, ever give. Try from time to time, but make sure you are investing in other means of donor acquisition. A couple of old sayings fit well here: "Don't put all your eggs in one basket," especially if that "basket" is social media, which often is a good source for fans but not donors, and "you (often) get what you paid for" when it comes to free means of acquisition.