Take a look at a couple of marketing and communications pieces you’ve recently used, and see how many times the name of your organization or the word “we” appears. Now count how many times the word “you” appears (as in “you: the donor”). If the use of “you” far outnumbers the use of “we” – good job! But, I bet most people will find the opposite.
In trying to communicate their value to donors, most nonprofits are completely focused on themselves and what they do. Of course, you have to communicate your compelling mission and the difference that your cause makes to those you serve, but remember to think about your audience first. What does your donor want to hear? They want to know that they are an essential part of accomplishing your mission and that their donation made a difference. So when you’re communicating about your organization’s mission and your excellent work, make it all about your donors and what they accomplished (or will accomplish) through their donation. Use phrases like: “You, and donors like you, accomplished X.” Or, “Thank you for your support of X mission. It can’t be done without you!”
This is just as true with your Planned Giving marketing. Sure, many of the arrangements you offer do benefit your donors (tax benefits, reliable income streams, providing for future generations), but donors give because it makes them feel good. Focus consistently on the good that your donor will accomplish through a planned gift and watch your program grow!
Author: Pierson Gerritsen
