Let's Raise Some Money
Insights from Karen Climer about fundraising and nonprofit organizations

Donors Give Not Because You Are Great, But Because They Are Great, Part 1

February 6th, 2014 by Karen Climer

I have degrees from two different schools.  Both of them are excellent schools.  How do I know they are excellent schools?  Because I’m an intelligent person who makes smart decisions.  I wouldn’t have chosen a mediocre school.

Isn’t this true of everyone?  Have you ever in your life heard someone say, “I spent four years of my life at Mediocre State University.  What a waste of time!  I should have gone to Superior State University.”?

People do not donate to their alma mater (or any charity, for that matter) because it is a great school.  They donate because they themselves are great.  They donate because it gives them a chance to feel good about their decision to attend the school in the first place.  Marketing genius Seth Godin says, “We support a charity or a soccer team or a perfume because it gives us a chance to love something about ourselves.”

If your message to donors is, “We did this…We did that…We are great…Please give,” you are missing the boat.  Give your donors something to love about themselves.  In other words, quit talking about how great you are, and start talking about how great your donors are.  Focus less on WE, and more on YOU.

Posted in Communication, Donor Motivation, Donor-Centered

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