Overcoming Donor Skepticism: The First Step

Overcoming Donor Skepticism: The First Step

I’m a brand and consumer advertising specialist whose also had experience in fundraising.

Now, ordinarily i would agree with you … that’s nothing but trouble.

We’ve all seen the results (mostly bad) when general agencies and branding consultants have gotten their hands on a non-profit appeal. You get something that looks nice but doesn’t raise much money. And who does that help, other than the consultant him or herself?

I look at things differently, because I have spent a lot of time studying what makes people respond (or ignore) marketing messages.

And, like it or not, no matter how worthy your cause, unless you are a development officer who is literally speaking face-to-face with a past Donor, you are (sorry to say) far more likely to be ignored than embraced. Unless …

In my experience, every potential Donor goes through what I call The 7 Stages of Donor SkepticismTM.

Understanding that … and developing your campaign approach and messaging to PRE-EMPT and OVERCOME that skepticism … is the first step toward increasing your potential for success.

If you agree, let’s talk more about what you do next.

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Case Studies

Case Study: 35% Response Rate

Case Study: 35% Response Rate

How do you get a 35% response rate on direct mail? (How about 40%?) I was showing some of my past work to a prospective client the other day, and I happened to pull out a dimensional mailing we did years ago for Nordstrom … the one that got nearly 40% response when it was…+

Bringing Together 2 Iconic Brands

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…+

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