I was working in a marketing team at a company before I stepped my foot into nonprofit world. At my Host Organization, I train organizations how to effectively fundraise from individuals using GlobalGiving’s platform – and surprisingly individual fundraising is so much similar to consumer marketing. I enjoy thinking about different approaches that compels individual donors.
Here’s what seems to work in both consumer marketing and individual fundraising worlds:
-Personalized email (not “dear donor”)
-Contents that have pictures (cuter the better)
-Communicating updates in a timely, but not too frequent manner
-Contents that have a story (not just numbers, that’s boring).
-Include something that is relevant to the donor (why should the donor care?)
While a lot of nonprofit organizations are doing this already, sometimes I come across cases that are cringeworthy. Bad spelling, email addressed to the wrong person, photos attached the wrong way, etc etc.
What infuriates me the most though – are emails that pop into my inbox without my consent. I receive so many emails that I don’t recall signing up for on a daily basis. I recently had to ask one of our partners why he kept emailing me, and his reasoning was “We hope that you can check the content to see if we are writing the right thing, and maybe one day ‘you will have a change of mind’ to donate to us”.
Now, THAT’s a turn-off.