Most people are busy. They get caught up in life, and bombarded by hundreds of sales, marketing, and fundraising messages every day. The average person cares about worthy causes and enjoys giving to organizations that are making a different. But it can be hard to cut through the clutter and reach people with your fundraising message.
If you are raising money for a good cause, you’ll need to cast a vision that excites donors and makes them want to give. Here are five ways to better communicate with donors and raise more money than ever before.
Tell a Big Story
Everybody wants to get caught up in a story that is bigger than themselves. Your cause is a great way for people to make a bigger impact on the world. In order to raise more money, you need to cast a big vision and tell a big story about the difference your cause is making.
Tell donors why the stakes are high. Let them know how a donation will help save lives, educate future leaders, solve big problems, or change the course of history. The cause you are supporting is making a difference in the world, or at least your corner of it. No matter what cause you are supporting, chances are you can tell a bigger story that gets donors excited about giving.
When it comes to raising money, there’s no such thing as being too emotional. Donors make the decision to give based on how your cause makes them feel. Then they justify that decision with facts. When raising money for a good cause, get emotional! Tell stories that show the very real impact of your work. Instead of dryly listing your programs, talk about the people whose lives are changed through the support of your donors.
People make the decision to give based on emotions, but they also want to know that they are making a wise investment with their donations. The best way to help donors feel comfortable with giving to your cause is to show them the outcomes of your work.
If donors know that the organization you are supporting has given out 10,000 scholarships over the past three years, or has served 50,000 warm meals to the homeless, they will be much more likely to give… safe in the knowledge that their money is going to a cause that is making a real difference.
Pictures and videos are a great way to cast a big vision, tell a persuasive story, and evoke the emotions of your donors. When raising money for a good cause, try using pictures and videos that illustrate your work. The most compelling visuals for most causes are pictures and videos of people – the people you are helping, the people who are doing the work, and in some cases, the pictures of other donors who are supporting your cause.
As you cast a vision and seek donations for your cause, remember that people don’t give unless they are asked. The best way to get people to write a check, swipe their credit card, or put cash in the donation box is to directly ask them to do so. This ask should be in the form of a question: “Will you make a donation today to support our work?” The ask can be made via a conversation, a letter, or a sign at the cash register. No matter how you ask, if you make it direct and phrase it as a question, people will be much more likely to give.
This is a guest post from Joe Garecht. Joe is the President of Garecht Fundraising Associates, where he teaches non-profits how to build sustainable donor fundraising systems. He has almost twenty years’ experience in non-profit fundraising. Joe lives in in the City of Brotherly Love. Sadly, Joe is a fan of Philadelphia sports teams. 😉