One of the main reasons your donors give has nothing at all to do with you and your cause. They give because it feels good to give -- the warm glow of altruism.
And reminding them of that is often very good fundraising.
Here's an interesting test reported at MarketSmart: It's all about the "warm glow".
The test was an email that went to Alaska residents, asking them to donate to a state charitable fund. There were two versions:
- Make Alaska Better, that is, give because it's a worth cause.
- Warm your heart -- give because it'll feel good.
Those who got the Warm your heart message responded more (30% more), and gave a 55% higher average gift.
That's a pretty convincing difference.
Not everyone likes to raise funds with a message like that. They feel it undermines the importance of their brand or their cause.
But it can work because it's based on a psychological reality that probably matters more to the donor than everything you hold important. And successful fundraising comes from connecting with donors and their lives -- not by showing them how important your cause is or how wonderful your organization is.
Good fundraising is always about the donor.