Selling your cause

At the heart of every viable business, there is a product or service, there is competition and there is clientele. For a successful transaction to occur, there needs to be a relationship between the customer and the business making the sale.

This isn’t really that different from the donor- to- nonprofit organization relationship. In exchange for a financial contribution, the donor is buying a meaningful experience. The desire to buy could be motivated by any one of a myriad of personal reasons, but the basis is always a match between the donor’s interests and values and the important work of your organization.

Just like consumers in the marketplace, donors can be at any point in the psychology of buying process at any given time. This is through no fault of your own; the fact is, you have no control over if or when a prospective donor is going to make a contribution to your organization.

All that you can do is encourage them to walk with you down the path of the possible. This is not without its challenges: in many cases you are selling the invisible. Unlike a product you can touch, see, feel or hear, your organization is selling a cause and a chance to invest in it.

This isn’t new. What is? Today more people make decisions based on their peers and aided by social media using internet, popular tools like Facebook, YouTube and others. So in addition to being able to identify and market to the right prospects, organizations and businesses are also wise to recognize the power of word of mouth.

So what can you do to encourage a contribution, and ultimately, a relationship?

Attract the right prospects – make sure your “offer” is clear and that your communications and marketing efforts are aimed at the right groups of people

Have a tangible value to sell – move away from platitudes and vague statements and talk as you would with a friend

Create a sense of urgency if possible – just needing money isn’t enough; why should someone make a donation right now

Have an unmistakeable ask – make sure you are asking for money, and that you are telling your prospects how to make their gift

Make it easy for others to spread the word – your passionate supporters will evangelize for you, just as your critics, if powerfully motivated, will complain about you. Make sure you provide clear information and asks, and spell out the ways you want people to get involved. Make sure your website and online tools are up to date and that it is an easy and instant process for people to make donations to you.

Say thank you – take every opportunity to thank and appreciate, and while you’re doing so, make sure you are showing how the gift benefits someone or something

Give your donors the VIP treatment – besides being thanked, look for opportunities to enrich your donors’ experiences and strengthen their connections to your organization

Invite feedback and use it – ask your donors for their views, thank them, and as work progresses, tell them how their input has helped shape the organization

Make sure all interactions with your organization reinforce the positive experience – every time your prospects and donors connect with your organization, the experience should reinforce their commitment to you. Ensure that every phone call, piece of mail, information and other interaction communicates your organization’s values and professionalism.

Open the door for repeat gifts – just like a customer, you want your donors to want to come back. Follow these guidelines and you’ll increase the likelihood!

In the month of March I introduced two seminars that explored lessons learned from the private sector and how to apply the best of them to nonprofits. The second session focused on current trends in communications and marketing. If you missed out, you’ll be able to purchase audio recordings and transcripts directly from the Make It Count website coming soon. Watch the website for upcoming presentations.

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