There are seven deep human needs to remember when creating nonprofit campaigns. (These are not to be confused with Maslow's hierarchy of needs!) The old marketing and fundraising playbooks don't work anymore. It is time to reinvent nonprofit marketing and communications for a new era using The Seven Deep Human Needs.¬†
News flash: People have things to do other than care about your cause. You're not¬†always competing with another nonprofit whose mission is similar to yours; you're also duking it out with soccer practice, a burgeoning Netflix queue and that all-inviting couch beckoning your supporters to take a load off.
The beauty of peer-to-peer fundraising is that it is based on two-way communication; it is a conversation between individuals rather than a speech from an organization.¬† It puts your message in the mouth of the person most likely to prompt a donation:¬† someone the audience knows.¬† There are two useful social psychology theories at work here: liking and reciprocation.