Give me 8 minutes and I’ll radically improve the income you receive from your donors. And they will be delighted.
It’ll be a good investment. Guaranteed or double your money back.
Ready?
Start the timer.
*0:00 to 1:00* Take a minute. Think about what you are asking your donors to do. Are you asking them to pay for something? Are you asking them to give to your organization? Are you asking them to help you with your budget? What are you saying to them about your work?
*1:01 to 6:56* Watch this video. It runs 5:55, stay all the way to the end and watch the credits. The people who created this deserve the attention. No sweat, it’s worth the time.
*6:56 to 7:27* Think back to where we started. Are you asking people to do something vague and unconnected to their emotional lives (“Have compassion”)? Are you merely stating facts (“I’m blind”) without connecting an emotion and a consequence?
*7:28 to 8:00* Think about the sign after “young suit guy” changed the copy. See the difference? The new sign taps into the lives of the people passing by. Emotions are stirred. They have been drawn into the life of the blind man. It is unexpected. It sticks in their minds because they can imagine the consequences of the blindness.
Got it? Change your sign. You’ll be able to see the results.
What do you think? Know any non-profit examples of how we fail to communicate evocatively to our donors?
I’d love to hear what you think.
Steve Thomas
Partner, Oneicity
(photo credits: Pat Pilon)
