… when you accept that it is broken, and take a little bit of time to understand why, then what to do to fix it is obvious.
A brand should no longer view customers as targets = a charity should no longer view donors as targets.
We need to shift from thinking “How can we target as many people as possible?” to your supporters thinking “I want to listen to what you have to say”.
The problem is fundraisers are looking at the symptoms not diagnosing the root cause. It’s like taking the batteries out of a smoke detector instead of trying to find the fire.
A question you probably ask is ‘how should we market our charity?’. I now think that a more important question is who should market our charity?
At SolarAid we have rolled out the garage our latest creation. It’s called the Speed of Light.
Your donors… really are gold dust as it’s not what they give it’s who they share with…the time of the emotional fundraiser has come.
What do you believe in? This is my manifesto for fundraising. Not all of you will subscribe to it. But it’s what I passionately believe in.
I’m sure many fundraisers place thank yous in the category of ought to be done. Perhaps some give them higher status on the basis of helping retention, or lining up the next gift. Actually it goes even further. Here is why. The ‘new’ marketing is not what you say about your cause (product). It’s what…
…problems are very sticky. They really are excellent ways to involve people.