Do you get too much mail from charities each year asking for money? 

Not me - I love every piece because of how much I learn from them all! 

Since a big part of my work revolves around creating marketing and solicitation pieces for fundraising campaigns, I want to share a bit about what gets me excited.

In short, I love the ones that make me feel something. 

What are the emotions? 
Connectedness, urgency, passion, the knowledge that MY GIFT is crucial both to me personally and to those whom it will aid. 

(ok, I secretly like postage-paid envelopes so I can respond right away!)

I won't lie and tell you that I got onto this passionate feeling thing on my own. This is where I first got my inspiration.

Here is my perspective on what makes for great charity marketing:


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 Let's talk about ME

This week, I saw a capital campaign brochure that used the word "we/our" 7 times in the main, 3 sentence long, "case for support" paragraph. 

The brochure showed me a lot of giving charts. It also had a lot of detailed tax-related info.

I felt nothing.

There was no story about me. It didn't address the question: "here's how we're a part of your/others' life now and with/without my gift/partnership, here's what's possible for others and for me."

I look for solicitations that tell me about all the great things that the charity does, how it changes lives and how participating will change my life / affect my feelings (positively!). 

The truth is that most charities, even boring sounding ones, do really make life better - the stories are there, but they need to be told as the lead story before any asking happens.


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There are 12 steps to hand washing?

WHY is more important than HOW

Though I specialize in tax-smart gift planning, I believe in limiting tax planning info in a general brochure. 

The most important thing that has to be communicated is the "why" of giving and not the "how to give."

Let's step into the shoes of our donors and imagine how we'd like them to think about giving:

"Yep, I finally decided to start supporting hungry kids in my community because I realized that my tax credit rate was 44% after the first $200 of giving and I just wanted to keep every dollar out of the hands of that wretched CRA!"

OR

"Well, I realized that a lot of the kids that Feed the Kids was helping could be the friends of my own kids at school and so I decided I could help out and feel good about supporting families like ours in my own community!"

So really think about the space that's being dedicated to explaining tax implications and limit it to a very brief, high-level invite to talk more about what might be possible. 

At the same time, I feel reassured when I see a charitable registration number included and perhaps a short note mentioning that gifts are eligible for a donation receipt as per CRA regulations.


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Don't bite off more than you can chew!

Many fundraising pieces include a full menu listing of 8-10 gift planning options.

When's the last time your typical small, urban charity thought they might have a use for ecologically sensitive property? 


Yep, it may be a gift planning option, but there's no need to list all of them unless the charity has the capacity or alignment of mission to accept such gifts. 

Less is often more. It's important to open the door in marketing material to gift planning options, but I think the menu should be limited to bequests - and maybe insurance, RRSPs, securities - basically, the most common options. 

Ask Better, Give Smarter

I love this scene from the Mad Men series where ad exec, Don Draper, literally reinvents the wheel for Kodak by introducing a campaign for the Carousel slide projector. 

There's even an engrossing story to be told about something as boring as a slide projector! 

The sales pitch is 100% about me and what I am going to feel personally when I use this product. Draper drives it home by telling an emotional story about his own life through the slide show.

Ask better by telling the story of your charity and give smarter by looking for charities that share why your individual participation matters! If we can get passionate together, great things are possible!

"Create a sentimental bond with the product...
It's not the wheel, it's the carousel"

 


04/30/2012 23:55

Nice blog about the video marketing.Thanks a lot for the tips and the concepts of yours to share.Regards to you.

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10/14/2014 09:07

I knew marketing is difficult in reality. I am addressing it in many ways. But still interesting in new moderation's.

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10/14/2014 09:08

Hey marketing people. I have genuinely followed ideas from this article. Awesome article.

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