We know that most people make purchasing, and donating, decisions based on their emotions. That’s why a compelling story is so important to successful nonprofit marketing and crowdfunding campaigns. But if your nonprofit marketing is all about emotional appeal, it can turn donors off. You also need to provide strong reasoning and data.
So how do you balance these two elements? Donors won’t even notice you if you don’t appeal to their emotions, but they are going to want to see numbers before they reach for their wallets.
Groundbreaking research by Nobel Prize winner and psychologist Daniel Kahnman shows that people overwhelmingly prefer to work with others they like rather than those with good ideas or well-reasoned claims. What this means is that you should try to establish a connection with your donors at the beginning of your nonprofit marketing.
Additionally, your biggest obstacle at the beginning of your pitch is giving your donors a reason to care, not convincing them to donate. This is because, in the beginning, they don’t know who you are or what your cause is. They have no reason to be interested and they aren’t even asking themselves whether a donation is good idea or not. Once they care, then you can appeal to reason. So, open your marketing message with an emotional appeal (this is where good storytelling comes in).
Few people get excited by numbers at the beginning, but once they are emotionally invested, they will want to see the data. This is where your marketing can anticipate and answer as many questions as possible.
If you have the opportunity to talk with your audience to find out what questions they have, this can make your job easier. Pay attention to what discussions are taking place in comments of social media channels or recurring issues in your email communications with donors.
Remember to call on past donors. They can be a great source of information on where your pitch stumbled a bit. They will be willing to provide an outsider’s perspective. This information can help you figure out exactly what data to address.
We like to have reasons to justify our action, but ultimately, people take action because they care, so once you’ve provided your audience with good reasons, give them a kick in the butt to actually hit that donate button by appealing to their heart again.
Here’s a cheat sheet for you to keep in mind as your craft your fundraising marketing plan.
For a brilliant explanation of this two-pronged approach to marketing, check out this article on Forbes.com by Sandra Zoratti, an author, speaker, and marketer who recently published the book “Precision Marketing.”
Keep these guidelines in mind and you’ll be sure to connect powerfully with your audience in a way that they understand and which motivates them to support your cause now.
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