When crafting your message to donors, whether it’s through an email, direct mail piece, website, or even social media, there’s one question that you need to make sure is answered.
It sounds simple, but making sure it’s answered will help your conversion/response rates.
It’s the question donors don’t even know they’re asking about your nonprofit organization.
“Why should I give to you today?”
In fact, you could even say that your entire messaging boils down to that one question.
In a world where there are hundreds of nonprofits and organizations, why should a donor choose yours? Why should they give to you instead of another organization doing the same thing? Why should they care about your cause over another? And, why today?
The most common reason to give is simple:
Addressing a problem or need.
By giving a gift, the donor is making a positive impact on a problem. Show the donor stories of impact and explain how their gift will be used. Let them see faces of people they’ll help. You can also explain the need- let them see why their support is needed.
This is part of why matches and challenge grants are so effective. People can have an even bigger impact- who doesn’t love that?
You can also show them how your organization is different from similar ones. Maybe your success rate is high. Or maybe you have a unique way of accomplishing your mission that ses you apart.
But often, we see organizations give reasons to give that aren’t actually reasons.
One common non-reason is Giving Tuesday or similar Day of Giving events.
Now, before you light a torch, get your pitchforks and book a plane ticket to Seattle, hear us out.
These days are great– they’re a great opportunity to get your message and nonprofit organization in front of more people and gain new donors. And they’re a chance to raise some money.
But it’s a not a reason to give.
When you message donors on these events, make sure you explain why they should give on that day. Maybe it’s because there’s a match, or maybe the funds will be used for a specific need. But the reason needs to be more than just because the day says so.
Another reason that’s not actually a reason to give?
Because it’s the fiscal year end for your organization.
Donors don’t really care about when your fiscal year ends. Your board of directors cares. And so does the executive leadership who are managing the budget and planning next year.
But the donors don’t.
They care about (see above) making an impact.
Now, if your fiscal year end is the same as the calendar year (December 31), then you should definitely have a year-end campaign and ask your donors to give. But not because it’s the end of your fiscal year.
If you aren’t sure if your messaging answers this question, give us a shout. We’d be glad to take a look and talk it through. You can email us at: howdy@oneicity.com.
Photo by AbsolutVision on Unsplash
