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.