The donor is the hero.
Persuade with story, not statistics.
Those are almost the only two things you need to know to be a great fundraiser.
So I was surprised to see a blog about commercial marketing saying pretty much just that. About selling stuff, not about fundraising.
The post, How to Make Story Your Core Message, at Duct Tape Marketing, makes good marketing sound a lot like good fundraising. Starting with calling your customers heroes:
- Learn the hero's backstory. (Understand who your donors and where they're coming from. Be relevant to their experience.)
- Give them an antagonist. (Make it clear what it is they're fighting, or fixing, or improving.)
- Call them to duty. (Asking isn't just a polite suggestion; it should be a battle cry!)
- Help them persevere. (Give them reasons to keep giving.)
- Free them. (Show them the results of their giving. Make it clear how amazing a difference they're making.)
So keep your eyes open! Marketers know this stuff too, and the smart ones are already doing this. Your donors are getting more and more used to being treated as heroes.
That means if you don't treat them that way, you'll be a notably flat and unrewarding experience for many donors.