Have you ever wondered, after the fact, why you donated to a particular cause or organization? You hadn’t planned on it. It wasn’t something that had been on your radar. So why did you give?
The answer, in a lot of cases, is because it made you feel good. That’s how most of us feel when we do something to help others. It’s a feeling that has been well documented in studies and, recently, by the New York Times.
As a fundraising consultant, I’m often asked by nonprofit leaders how to raise money for causes or organizations that aren’t perceived to be urgent or especially compelling? “We aren’t curing cancer here, and we don’t have any cute dogs to show people.”
What I tell them is to go back to the real reasons people give. As I’ve said elsewhere, donors usually can be categorized as either emotional/”thoughtless” givers or “thoughtful” givers.
The key question, in many cases, is whether you’ve set yourself up for fundraising failure by inadvertently removing the emotion from your brand identity? Here are four mistakes organizations often make that can rob their brand of emotion and hobble their fundraising:
1. Mistakenly assume that every person is an expert. This is one of the most common mistakes made by nonprofit marketers and fundraisers – and the one that can do the most damage to your emotion-driven fundraising strategies. When promoting a cause to the public, be careful not to elevate the language, tone, and spirit of your messaging to the point the “ask” gets lost or pushed to the background. Donors like simple stories told well and are always eager to hear how their donations will benefit someone (or something) else.
2. Ignore the emotional appeal of their brand. It’s always interesting when the strategists in charge of a high-profile brand decide to “evolve” it from ultra-corporate and unemotional to informal and emotion-centered. In an effort to connect with consumers, brands such as Old Spice, Dominos, Dos Equis, and IBM all have refashioned their advertising and brand messaging so as to appear more “human.” Unfortunately, it is not uncommon for marketing agencies that work with nonprofits to ignore the fact that emotion is an absolutely essential component of any nonprofit brand. Branding that favors graphics over pictures of real people, polished video over real or raw footage, and designs that are “cool” rather than “hot” all tend to rob a brand of much-needed emotion – and will drag down your fundraising results.