#130 - MOST ALL CONSERVATIVE NONPROFIT FUNDRAISING IS IN THE TOILET CONTINUED #2…

MOST ALL CONSERVATIVE NONPROFIT FUNDRAISING IS IN THE TOILET CONTINUED #2...
 

Last week I told you I would give you nine ideas that are guaranteed to significantly increase your income.  However, I’ve decided to start with only six this week.
 

1. ISSUES—Nothing will help your fundraising more than selecting issues that people are exceedingly anxious to have solved and offering a credible solution to the problem you are uniquely qualified to solve.  If you select the right hot button issue, you’ve greatly improved your chances of success.


2. SPOKESPERSON—Because donors have lost confidence in most institutions, including nonprofits, you need to quickly (4-5 seconds) communicate that you’re a credible organization doing good work no one else is doing.  And because of the person/people supporting you, you’re trustworthy.
   
   You can significantly improve your results by having your letter be from an admired/respected person.  Having the letter from someone with an impressive title will also help, e.g., President, a Priest, a Minister, General, Admiral, Doctor, etc.  Testimonials and press coverage also help.


3. PROJECTS—Through many years of working with people in the nonprofit community, I’ve learned that very few people understand what a project is.  A project is not what your organization was formed to solve.  It’s not saving Western Civilization, solving world hunger, ending abortion, lowering taxes, reducing government spending, etc., etc.  Those are goals, wishes, and aspirations but they are not a project.
   
   A project is needing money to produce and distribute a TV ad, video, book, movie, or needing money for a billboard, bumper stickers, yard signs, or buying an ultrasound machine for a pro-life organization, or buying a building, etc.
   
   What’s the purpose for your fundraising letter?  People want to know how you’re going to spend their money.


4. VIGUERIE’S FOUR HORSEMEN OF MARKETING^®--Lean heavily into the Four Horsemen.
5. 1. POSITION—Clearly communicate your hole in the marketplace.  What is it you’re doing that if you don’t have the money, it won’t happen because no one else is doing this.  By the way, POSITION is a private decision.
   2. DIFFERENTIATION—It’s what you do publicly to let people know in a few seconds how you’re different from all others.
   3. BENEFIT—What benefit does the potential donor receive by transferring money from their bank account to yours?
   4. BRAND—Lean heavily into your BRAND—remember a BRAND is not a famous name, it’s when you own a category—your organization does something that no one else does.  It’s a huge help if you are the first.

5. TAGLINE—Most times an organization’s name doesn’t communicate its BRAND.  On a good day, you will have 4-5 seconds before your postal fundraising appeal goes into the trash can or 1-2 seconds before your email is deleted.
   
   Write a few words that describe what your organization does that no one else does and repeat it over and over.


6. HIGH DOLLAR APPEALS—The days of mailing millions of letters to $5-$10-$15-$20 donors are mostly in our rearview mirror.  Occasionally you may have an issue and a letter or package that is the exception.  These days appeals to lower dollar donors are exceptionally difficult and usually fail for many reasons, including:
7. 1. Most postal mailings are too expensive to mail to low dollar donors.
   2. Lower dollar donors are worried about the economy, more than high dollar donors.
      • Inflation
      • Turmoil in the country
      • Turmoil in the world
   3. Lack of confidence in our country’s major institutions, including nonprofits, etc.
   4. Lack of professionalism of people doing conservative marketing.