Foolproof
Fundraising...
Dear
Associate,
I
pulled up to the curb and met three pairs of beautiful eyes.
One pair was from the girl next door and the other two were
from her friends'. I saw the list in their hands and knew
what they were up to.
They
were fundraising for some program for their school. You make
a donation and get some candies, cookies, or some other treat
in return. They were canvassing the neighborhood for contributions.
A good cause I must say.
But
a faulty tactic for professional fundraising...
Now
most people will help out these girls because this won't break
their bank account, it's for a good cause, they get something
in return, and they don't want to appear stingy. The companies
who promote these fundraisers already know this. (It's another
way for them to move their product.) And besides, how can
you say "No" to a child who has the gumption to
ask?
But
if those three girls were canvassing the neighborhood every
other week for contributions, they would lose support. An
increasing number of neighbors would avoid answering their
doors. And more "No Soliciting" signs would appear
next to the doorbells.
Why?
Because
this method has the ingredients of a "sell" job.
It's something that's pushed onto the unsuspected. And people
don't like to be pushed, prodded, or sold. They want to be
in control of the decision-making.
For
example, do you know anyone who brags about their closetful
of Girl Scout cookies? No? I knew some working seniors who
bought Girl Scout cookies because their area manager's daughter
was selling them. Not because they wanted them.
Yes
donors like receiving something in return, but if it's not
something high on their priority list—there's a disconnect.
And this disconnect is the major cause of stagnant donations.
So
if you're in charge of fundraising—how do you make and
maintain the connection?
Believe
it or not - even though donors give - they're still asking,
"What's in it for me?" If you can answer that question,
you'll maintain the connection and build a loyal donor base.
And from this connection, let's look at...
Nine
foolproof reasons people give:
#1)
Benevolence. Some people are gifted in giving. They love
to give with abundance. I have a friend who was born with
this gift. He's never stingy.
Many
others like your editor struggle with it. It's just not in
our nature. But there's a sacred moment of pleasure when what
you give makes someone radiate with happiness. There's nothing
that can match that joyful moment.
#2)
Feeling powerful and important. With a wave of your magic
wand—a cancer ward is built, a library is established,
or the high school gets to keep their music program. You make
the local news and are the talk of the town. People suddenly
recognize you and smile at you.
#3)
Fear. Fear of a dreaded disease. Fear of high taxes. Fear
of losing something/someone precious is a powerful reason
for giving.
#4)
Leaving a legacy. Keeping your name circulating in people's
thoughts is a powerful reason for giving. Contributors near
the end of their time try to become immortal by granting huge
sums of money to their favorite causes. They get to keep their
name in the public's eye by benefiting an institution.
#5)
Emotional Convictions. People will give larger amounts
for political causes than to their local homeless shelter.
Pro-life, pro-choice, more government and no choice.
#6)
Guilt. Picture the homeless guy standing on a traffic
island with a cardboard sign. He's tired, dirty, smelly, and
a vet. Most drivers compare what they have with that man and
many are compelled to give.
#7)
Recognition. People love to have their name etched in
stone. Some want to become the silver, gold, or platinum sponsor
at their favorite charity. And some love the attention of
being mentioned in a newsletter, brochure, or website.
#8)
A premium. Many non-profit organizations offer a CD, DVD,
or a gift with a high perceived value. This makes the decision
to give easier because the donor gets something valuable in
return for her donation.
#9)
Tax deduction. A strong trigger for giving, and as a tax
strategy. You get to write-off your contributions when filing
your tax returns.
So
you see, it's not always about the cause. I see representatives
from non-profit groups getting emotional and trying to sell
the cause. But people give because you have touched their
deep desires and have answered the question, "What's
in it for me?"
Warm
Regards,
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