Jonathan Fields recently blogged about a marketing checklist entitled "7 Ways To Prove You Rule." Since proving you rule is cool and fundraising is more parts marketing than anything else, I bring you the post Through Non-Profit Eyes:
An edited version of Fields' opening:
The moment you want someone to buy something from you support your non-profit, you take on a Herculean burden…
The burden of proof. You need to prove to a potential customer, client, patient, reader or visitor donor that the solution you’re offering will solve their problem better, faster, easier, more-effectively or less-expensively than others have an impact on him/her and the values that matter to him/her.
You can answer every other question, grab attention, build rapport, establish thought leadership, disqualify others, differentiate your offering, share benefit after benefit, claim superiority, reverse risk, create scarcity, incentivize immediate buying and call people to act.
But if you stumble on the issue of proof…you still lose the
Because folks need a rational hat upon which to justify an emotional buy investment.
Point to examples, case-studies, research or other data that demonstrates objectively that your non-profit has a history of fulfilling its mission. People want to know that the investment they make in your organization will be well used and make an impact. They also like to support winners (There's a reason the Yankees, Lakers and Cowboys have historically had more fans than the Indians, Clippers and Lions, respectively). The "woe is me" pitch just isn't appealing - show why you'll be a success with the donor's support.
Find a leading authority in your industry, not in your organization, who is willing to publicly endorse you - or have an individual who has been a beneficiary of your organization's work give an "impact endorsement." This allows their authority to be your benefit.
4. Celebrity Endorsement
So, here are the 7 ways you can offer up the proof needed to close the loop on nearly any sale solicitation:
1. Actual Proof / Track Record
Point to examples, case-studies, research or other data that demonstrates objectively that your non-profit has a history of fulfilling its mission. People want to know that the investment they make in your organization will be well used and make an impact. They also like to support winners (There's a reason the Yankees, Lakers and Cowboys have historically had more fans than the Indians, Clippers and Lions, respectively). The "woe is me" pitch just isn't appealing - show why you'll be a success with the donor's support.
2. Pedigree
Illustrate that the people on your team are worth supporting. Show the expertise of your team in a manner that demonstrates you know what you’re doing and your services or solutions rock.
3. Authority Endorsement
4. Celebrity Endorsement
First, there can be pitfalls to a celebrity endorsement - if the celeb is caught in a scandal or says something ridiculous... it may unfortunately get attached to your organization. That being said, if potential donors believe that "Celebrity A loves your organization and they’re living the life I dream of, it must be an amazing NPO maybe I should support it too.” Is this logical? Not so much, but for many, it’s reality.
5. Social Proof
One of the first things people do when they are on the fence about investing in a cause is look to see what decisions other similar people have made in a similar circumstance. The decisions of those around you, whether good or bad, can hold huge sway over your decisions. So, as a marketer, if you can demonstrate that other people support your NPO regularly and are thrilled with that choice, you’ve just satisfied a serious chunk of your burden of proof.
6. Theoretical /Logical Proof – “It makes sense that…”
From Fields' original post: "When you’re lacking any of the above, but you’ve got a product, service or solution that, as lawyers say, 'res ipsa loquitor' or 'the thing speaks for itself,' sometimes all you need to do is make the case." That can be true with NPOs as well. If you have a compelling case, making that case may be enough. If you do not have a compelling case... we should talk.
7. Metaphorical Proof
From Fields: "This approach to providing proof is one of the most under the radar, yet potentially powerful approaches. Here, you create an anecdote in the style of a metaphor where a person in a story endures a struggle or experiences a need or pain very similar to what your typical prospective buyer would experience. You set-up the problem and demonstrate the pain, then show how that person resolved their pain and solved their problem using your product, service or solution.
If you get the first part right, the reader will subconsciously transfer themselves into the story, assuming the role of the protagonist, and like the subject of your story, come to view your product or service as the ultimate solution to their problem. Doing this artfully is not an easy task, but done well, it’s extraordinarily powerful. And, of course, the story you’re telling should be based on a genuine experience of an individual or a composite of people who’ve benefited from your solution."
If you get the first part right, the reader will subconsciously transfer themselves into the story, assuming the role of the protagonist, and like the subject of your story, come to view your product or service as the ultimate solution to their problem. Doing this artfully is not an easy task, but done well, it’s extraordinarily powerful. And, of course, the story you’re telling should be based on a genuine experience of an individual or a composite of people who’ve benefited from your solution."
For a non-profit organization, this is a powerful tool. You can follow Fields suggestion and illustrate how another investor benefited from supporting your efforts. Or... Rather than putting your potential donor into the shoes of another donor, you can put them in the shoes of your beneficiaries.
Any examples of how these tools have worked for you?
2 comments:
Track record and social proof goes a long way. Both factors are a huge part of reputation for your non-profit endeavor.
Great post!
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