Too often nonprofits take the time crafting a new-fangled way of saying "donate now," and not enough time polishing the context. Here are a few quick tips for building a bridge and engaging with a potential donor before
making "the ask":
- Make it about them - not about you. Sending a communication that talks exclusively about your organization and its past/needs/annual report is like going on a first date with someone who hasn't asked you a single question about yourself or commented on what you're doing. People do love to talk about themselves-this includes your potential donors! Talk to them about relevant news topics, a person in the neighborhood whose predicament is familiar, or help them in some way.
Metro example**: The panhandler in Union Station had a need for some spare change, but he started the conversation by helping the person whose ticket machine wasn't working. He offered free advice; he related to the out-of-towner's plight.
- Create a benefit exchange. Lay out what's in it for the donor. Some of the big nonprofit players have given physical items-wristbands, t-shirts, etc. Recognition counts as a benefit, too. Demonstrate that good feeling (which we call "the helper's high") a donor can receive from taking action.
Metro example: Our panhandler offered free knowledge and advice and then asked for the donation. He played to the ticket-buyer's needs and then made a targeted request. - Send targeted messages; segmentation is key. This last tip speaks to the heart of the matter: You need to speak directly to your potential donors and let them know that you understand who they are (or at least that you know something about them). For instance, it's okay to recognize that the economy may be affecting your supporters' giving habits overall. Follow that up with options for staying involved: encourage smaller monthly gifts, discuss upcoming volunteer opportunities and talk about passing along your message with others who would be interested.
Metro example: Our panhandler didn't ask for food or "a couple bucks"; he requested some change which he knew my brother already possessed. He used the knowledge he had about his potential donor and made it easy for my brother to act.
** These tips relate to an article from Tips Weekly, Network for Good's online fundraising and nonprofit marketing enewsletter. View the full issue here and subscribe here to have tips delivered directly to your inbox every week!
** We would also like to give a big hat tip to Seth Godin whose blog inspired us to share our own story of panhandling engagement! See his blog entry here: http://sethgodin.typepad.com/seths_blog/2009/02/the-panhandlers-secret.html
