One of the things that really makes fundraising hard is that while you and your donors have a lot in common -- shared values, shared dreams, shared beliefs ... some of the things that are really motivating to you are a big zero with your donors.
To connect with donors, you need to get out of your own head, and see the things they don't care about -- and zero in on the things they do care about. Success comes when you separate what excites you from what moves them.
Check out 6 things your donors don’t care about (that you assumed they did) at the MarketSmart Blog:
- Your Charity’s Financial Efficiency. Surprising? While many donors say they care about this, few are actually motivated by it. Focus on the action donors make possible by giving and on the values you share with donors. Financial efficiency is low on the list.
- Your Charity’s Amazingness. Be amazing. But don't expect donors to give because of qualities they never think about and likely don't understand. They want to make something good happen. Focus on that.
- Your Charity’s Accounting Figures. Financial transparency is important. It's just not that important to donors. Knowing your financials are available is motivating for some donors. Actually seeing them is important to almost none.1
- Complexity. Real life is complicated. Your organization is on top of it. Good for you. But piling the complexity onto donors will suppress donations. Every time. It's not just that it's uninteresting -- it actively discourages giving. Keep your focus on the outcome donors help make possible.
- Desperation. Sometimes we face desperate situations. Even then, few donors are excited about saving your organization. But they are very interested in making sure the good work you do keeps going!
- Your Charity’s Heroic Administrator or Founder. Maybe your leader or founder was a real hero, an inspiration. Not so much to donors. When you want someone to donate, you have to put the burden of heroism on them -- not someone else.
