Even if you aren't aware of it, you have a Unique Value Proposition (UVP) for your donors. It's the thing that will cause them to give (or fail to cause them to give).
Looking at the challenge of building a strong UVP in commercial sales, the Unbounce blog notes that we sometimes drive away sales by getting the UVP wrong. Why Your Unique Value Proposition is Killing Your Landing Page Conversions and How to Fix It:
- Quickly and clearly convey the value of what you are offering.
- State benefits as well as features.
- Address the key needs and pain points of your target audience and underline how your offering is the solution. (In fundraising, make sure you're offering a solution to the problem as the donor understands it, not as you do.)
- Avoid superlatives such as "the best" or "world-class," as well as any jargon or acronyms.
- Use layman's terms to convey your offering to even the most uninitiated audience.
- Use customer-centric language rather than company-centric language. Steer clear of using the words "we," "our" or "I."
It's true in sales and in fundraising: You're most persuasive when you get into the buyer's or donor's head, heart, and world.
Thanks to Futurelab.