Fundraising Guides: “Keep Your Marketing Personal to Get the Best Results”
“One of the most important aspects of getting donations is the wording that you are using in your marketing efforts. Whether you’re creating an email for your website to potential donors, a social media message, an invitation, or a donation page, your words will impact the outcome.
If you’re running a charity of starting a project to raise funds for a good cause, we know how this part of the process can feel like an uphill battle. In this article, we take a look at three marketing tactics that you need to keep in mind when planning your campaigns”
“Keep your marketing personal to get the best results”
Fundraisers: Keep Your Marketing Personal and Generate Big Results With These Three Methods
Think “Small” to Get “Big” Results
A nonprofit business can use this term in two ways when optimising their marketing; To help people see their contribution as a small gift rather than a huge sacrifice, and for reminding people that even a small contribution is a great start increases their chances of saying “yes.” For example, switch from “Can you give $5 to buy Bobby a school lunch?” to “A small $5 gift would provide Bobby with a nutritious school lunch.”
Think “Instantly and Immediately”, Be Clear and Make Sure You Activate a Hook
Our brains enjoy instant gratification and when we’re told that we can fix our problems easily we become more inclined to buy. If customers know they are instantly rewarded, they will be eager to buy your products. And while nonprofits don’t sell a product, they sell that same feeling of satisfaction that somebody feels when they complete a purchase. Make sure you follow through on the need for instant gratification by offering a “thank you” for the donation as well as proof of the impact the donation will have. This could be done with a follow up newsletter or update by post.
Target Your Message and Make It Personal, Think “you” or Even Better, Include Your Prospects Name
To ask for donations it’s important to use personal wording. “You” is one of the English language’s most powerful words. It helps to create a one-to-one conversation. Tailored marketing is one of the most profitable ways to generate a return in traditional advertising and the same holds true for the nonprofit world. Using the word “you” or the prospects name catches the interest of your donor, and makes people see themselves as part of the solution. An example message would be “You can make a difference by clicking here.”
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