You don’t want to be that guy
Imagine someone coming to your door. You open it and hear:
Hey babe! Here’s why you want to go out with me.
First, I’m a great person. Just last year, I was listed as one of the 40 greatest guys under 60.
In fact, I’m 24% better than last year. Here are some charts and graphs showing you how great I am.
By this time, you’re getting a firm grasp on the handle and slowly pushing the door shut. Then you throw the deadbolt, just to be sure.
Every day, too many nonprofits are that guy. They arrive in your mailbox (or even at your door). Then they launch into their spiel, complete with twenty-seven eight-by-ten color glossy pictures with circles and arrows and a paragraph on the back of each one.
And they wonder why you’re not amazed into giving.
Well, I hate to tell you, but if your appeal letters, newsletters, and thank you letters are that kind of full-on sales pitch – all about you, not your donor – then you’re kind of being that guy.
Now imagine a dear friend shows up at your door instead. She looks distraught. She explains: “Someone I know really needs help. And you’re the first person I thought of. Can we talk?“
Whole different picture, right?
You rush your friend in, sit her down with a cookie and a cup of tea, and listen intently. You’re concerned now, too, and wondering how you can help. Immediately.
You need to be the second story.
Your case isn’t about how swell your organization is. It’s not a list of selling points. And it’s not lucky you, you can join us.
It’s an emotional appeal from a friend. About your donor, not about you. It’s someone who needs your donor’s help. And you ask because your donor is a kind and caring person who wants to help.
Photo by Ryan McGuire at Gratisography
What a great way to make your point! I will never make an ask or write a thank you letter without imagineing that fellow
Glad to be of assistance, Ann. Hope I haven’t given you nightmares, though!
I sort of think of that guy, myself. Helps keep me on track.
Thanks for reading – and commenting!
Mary, you’ve made a great point in a creative way. Brava! While donors want to support organizations that can successfully fulfill their missions, they are not interested in hearing how great the organization is. They’re interested in the impact their gift will have. The two are closely linked, but the distinction is essential. I applaud your continued efforts to remind folks of this.
Mary,
I love this post. Not only does it apply to donor-centered fundraising, but now I know how not to set up an account on Match.com.
Ha! Yes, I don’t suggest that first approach. Thanks, Richard.
Such a great analogy! Love it!
Thank you, Tina! I appreciate that.