9203 Mike Garcia Dr, Manassas, VA 20109 540 428 7000 info@grassrootcomunication.com
subscribe

Donor Identity: 4 Reasons Why People Give

Donor Identity: 4 Reasons Why People Give

While every person is different, you’ll find that many people share similar motivation for giving to a nonprofit organization. Of course, this motivation varies from organization to organization, and it’s in your nonprofit’s best interest to do its homework and learn more about its donors. This will help you craft the most effective appeals.

But we’re going to address some of the most common reasons, or “pull” factors, for why people choose to give. We hope that this “cheat sheet”, of sorts, serves as a springboard for your own research!

1. Emotion | As you’d expect, emotion plays perhaps the largest role in people’s motivation to give. Whether it’s a story that tugs on their heartstrings or a family member who is actively fighting a disease, emotion often compels us to take action.

2. Religion | Much of nonprofit giving, particularly if it’s to a religious charity or organization, stems from a commandment to give and help others in need. Even if there is very little emotional investment in the nonprofit, many people will still donate to organizations because their religion instructs them to love others and give to the poor.

3. Community | Nonprofits bring people together. Why? It’s because nonprofits aren’t self-serving. They exist to benefit and bring aid to others. This creates a sense community among donors, and people often donate to become part of that community.

4. Legacy | You’ll often hear of people giving to a nonprofit because it “runs in the family”. Yes, many people donate because their forefathers made donations, and they want to carry on that tradition. This adds to the family legacy and strengthens the ties between family name and nonprofit.

Grassroot Communication Donor Identiy

If you’re not sure where to start when crafting your next appeal, keep these four “pull” factors in mind! If you’re able to touch on each of these elements without disrupting flow or making your letter sound contrived, you’ll certainly be able to resonate with a larger audience. But remember – there is no substitute for nonprofit-specific research.

The more you’re able to learn about your own donors and prospects, the better you’ll be able to position your organization during your next set of appeals.

How to Generate Interest in Your Organizations Cause?

If you think about it, the true challenge for the activist – whether the CEO of a major non-profit or the founder of a grassroots political movement– is to relate the necessity of the core cause to everyday citizens who have no personal experience or connection with that cause.

How difficult it would be for Cancer Research Institute to raise the astronomical funds they raise if the disease did not affect so many of us and our loved ones – would it even be possible?

After all, people have their own priorities like paying bills, dealing with health issues, taking care of children… etc. So why should they be interested in your org’s cause? Thus, the hallmark of a great outreach campaign is the ability to connect with your audience completely by penetrating the layers of apathy, of cynicism and nudging your prospective supporters to embrace the necessity of your org’s mission while momentarily forgetting about their own workaday concerns. The only question is how?

Part of the answer is that it depends on who exactly is on the other end of your communication. Research suggests that smaller donors prefer personal stories of the very real people benefited by your org’s work while larger donors, who tend to be more organized in their giving, tend to view gift giving as an investment.

In the latter case, numbers may prove more effective than words.

However, even within these two brackets, there is sufficient scope for customization. Should the personal anecdotes feature innocent children as subjects? Alternatively, do some small donors relate better to stories featuring the point of view of working-class parents?

In addition, when it comes to quantifying impact assessment for our large donors, should we discuss the immediate economic value to the local community? Alternatively, should we analyze the org’s results in a more global context?

For instance, we might report that contributions to your educational non-profit focused on local public school reform is expected to increase the value of real estate in nearby districts starting in 10 years.

The next generation of non-profit communication involves detailing not only how a donor fits into the life of the org, but also how the org fits into the life of the donor. It is an art as much as a science – augmented by both social media analytics and one’s own social experiences.

Most importantly, it is a fluid and dynamic process that requires both creativity and a penchant for experimenting. When executed properly, however, the payoff can be extraordinary.

Creating a kick butt appeal using gender personalization

In Chronicle of philanthropy, an article illustrates beautifully why your data people need to talk to your writers who both need to talk to your printer in order to execute a successful campaign.

Put simply, researchers from the University of Notre Dame’s Mendoza’s college of business, found that in order to boost interest in supporting environmental causes in men, campaign designers need to make the appeal “more masculine.

What does that mean? It means ditching the frilly font and light colors and emphasis on “togetherness,” and replacing it with an image of a howling wolf and dark color patterns like “wilderness” and “rugged.” The point is that you need to build your campaign with your different donor groups in mind. What works for one segment such as women, may not be as effective for another (men who want their masculinity subtly reinforced).

Read more about the testosterone-fueled campaign comparison study tier (More cash from the he-man nature lovers club)

If you want to learn more about deploying highly personalized direct mail campaigns, we are here for you.

Writer’s Tip – Talk about Donors!

Working at an organization for a while is a great way to become both incredibly passionate and deeply informed about its mission. But one thing that such longevity often brings is a loss of perspective about what attracts members or donors to your organization in the first place. You look at all of the great work that you do and ask yourself, isn’t it obvious why we’re worth supporting?
Often, this leads leaders in the non- profit sector to adopt an outreach strategy designed to fill the so-called knowledge gap. They craft appeals that tell donors and would-be patrons about all of the great things the organization has ever done. This way, the organization’s day-to-day efforts can be appreciated by everyone—not just those who are intimately involved.
Problem solved, right?
Not so fast.
As a nonprofit leader, you may think the best way to sell your organization to prospective donors is by talking about all the great things you do. But here’s the thing: most donors find that stuff extremely boring.
Guess what donors don’t find boring? Themselves and the things they care about. It might sound obvious, but you’d be surprised how many appeal letters focus too much on what the organization has accomplished, and not enough on why donors and prospects should care.
Donor-centric fundraising isn’t just about the mission—it’s about your audience, too.
So how do you write a donor-centric appeal letter that will knock their socks off? That’s where we come in.
Stick around and we will show you how it’s done.

A meaningful appeal letter; speaking to the national mood.

Writing a meaningful appeal letter is much more than relaying your organizations goals to your donors (though this is very important as well).
Effective appeals – the ones that really resonate and capture hearts and minds – possess a certain cultural element, a snapshot of the current national mood. The national mood might be affected by significant events, whether it’s a natural disaster or a tragic mass shooting, heavily influenced by mainstream media. If the United States of America were a single person, the national mood would embody a cluster of emotions and thoughts that she is experiencing right at this moment.

It’s critical to take stock in the national mood because it influences how all citizens feel, who they vote for, and which organizations they give to. However, it’s not always clear how various donor segments of your organization will respond to different events. As a leader of advocacy, it’s up to you to determine what your donor is dwelling on. For example, are they affected by the results of Hurricane Harvey? Is the Texas church shooting fresh in their minds? What about the current wave of sexual assault and harassment allegations made by women against powerful men in Hollywood and elsewhere?

Tapping into the sentiments generated by the constant stream of newsworthy events is a powerful way to channel your supporters’ outrage into action. If it’s convincing your constituents to fill out a check or ballot, your goal is to engineer concrete action by coopting current events.

So, for your next appeal or fundraising letter, tell a story that incorporates the headlines that move your donors to action.

Tell your organization’s story the right way, and don’t be afraid to borrow from the headline.

Need ideas for your organization’s next fundraising or advocacy campaign? Ask us!

Mind your Mindshare

What is mindshare? Mindshare refers to the collective opinion, belief and perspective of the electorate. In your case, it refers to how people feel and
think about your organization’s cause and the social or political issues related to it.

Advocacy groups, for obvious reasons, must constantly find new ways to influence mindshare. The better they can, the more support those organizations will receive in bringing about the desired social or political change. Crucially, newspaper coverage on these issues has a tremendous effect on citizens’ mindshare. According to a recent study published in Science Magazine, stories on news sites – both small and large (like the Washington Post) – increased discussion of those issues on Twitter by 60%. Additionally, the stories shifted the nature of the views expressed in those tweets closer towards those of the original news pieces.

For advocacy organizations, the conclusion is obvious: inject more content on news sites and social media. The former can be accomplished by writing insightful and captivating guest op-eds, which are usually published daily. With regard to sites like Twitter, organizations should place one of their own influencers online in order to engage users who are actively discussing issues of interest.

Done correctly, this strategy sets up a one-two punch using digital touch points. First, constituents read the editorial on their favorite news outlets; then they share their thoughts on Twitter where they interact with fellow advocates and change agents.

Changing hearts and minds is a process – not a single act. To be successful in nudging people to your side, you must embrace a multi-channel engagement strategy that includes both social and print media. That’s how your mind your mindshare.

Talk to us about writing your next appeal or fundraising letter today!
GrassRoot Communication We take the pain out of your campaign.

Amazon.com Recommends New Products; We Recommend New Donors

Ever wonder how sites like Amazon.com are able to recommend new products to you that they know you will enjoy?
One word: data.

Simply put, the site looks at your past search history, purchasing behavior- even likes on social media in order to predict what you may want to purchase next. Now imagine that very same idea applied to your organization for the purpose of finding new donors. By looking at prospects’ past voting history, giving behavior, even their political ideology, we can predict which citizens in your area are likely to respond to an appeal from your organization.

This is a powerful tool for acquisition campaigns; instead of reaching out to random people or blanketing an entire geographical area with generic campaign materials, we can;
• Target specific groups of prospective donors
• Send them personalized appeal letter
Thus, the same data that helps us track down high-quality prospects gives us hints on how best to approach, engage and convert those prospects.

This type of micro-targeted outreach is ideally suited for non-profits and advocacy organizations trying to increase their visibility, build their base of support, and grow their revenue. And it’s all made possible using predictive analytics.

When you think of donor analytics, think Grass Root Communication.

Tools for Change Agents In A New Organizational World

As an Economist magazine puts it. “Trust can be defined as the expectation that other people or organizations will act in ways that are fair to you.”*

We find ourselves in a time when Americans simply don’t trust organizations, businesses or even each other. According to a survey conducted by the University of Chicago last year, only 32% of respondents feel that “most people can be trusted” down from 44% in 1976. When interpersonal trust breaks down, citizens lose faith in the many institutions that allow democracy to function. So what does this drastic loss of trust mean for nonprofits?

The first noticeable consequence is the decrease in political participation and involvement – especially through the traditional structures like political parties. Instead of contributing time and money to political parties more and more people are supporting advocacy organizations that work to advance the specific causes those individuals are most passionate about. As citizens continue to lose trust in two-party government and its attendant infrastructure, they will turn to citizen run nonprofit organizations for leadership and guidance. Instead of counting on institutions, such as regulatory agencies and the courts, for redress, the electorate will splinter off into factions unaffiliated with the political parties so that those groups can work on real solutions to their grievances.

This is what grassroots organizations are all about, crafting real solutions to real problems while avoiding the sluggish, creaking party apparatus altogether. And these aren’t your grandparents’ church groups; these are sophisticated organizations that aim to spread their message and implement their agenda using cutting-edge data analytics to personalize content and micro-target sympathetic audiences.

Like the fearless wildcatters searching for oil in the Arctic, and the creative programmer who architects a paradigm-shifting social network, the leaders of these next generation, leading-edge advocacy organizations are visionaries. We call them social entrepreneurs because they create cultural wealth and social opportunity.

But as with the entrepreneurs of the for-profit variety, social CEOs need resources and strategic guidance to their organizations and grow their brands. And that is where we come in. Grass Root Communication has a suite of services – as well as our very own nonprofit incubator – that can assist any organization in crafting its engagement content, growing its support base and increasing its influence.

For example. Our Data Lab specializes in gleaming strategic insights from your house list as well as injecting additional demographic and psychographic information into the list and using it to target more prospects. Our Word Science department uses those same data patterns to identify different segments and to write captivating, persuasive appeals for each one of those sub-groups. And our Brand Factory can cultivate your organizations brand, transforming it from obscurity to visibility.

Whatever your cause, whatever your agenda, GRC has all the tools a social enterprise needs to develop its vision and perfect its outreach.

 

*(August 12th, 2017 pg. 53 )

Measuring the Mind of A Donor

Currently, there is no universally accepted numerical index that captures donor sentiment, that is, the enthusiasm potential donors  feel about their own financial situation and thus their expected willingness to make generous contributions to their preferred charities and non-profits. Donor sentiment is tricky because there is no guarantee that prospects will donate even if they feel optimistic  about their purchasing power and there is no rule stating that people refuse to give when economic conditions sour.

However, a consumer sentiment index is a relevant metric that comes to mind when trying to find a proxy for a measure of how donors might behave in the near future. Looking at the University of Michigan’s well known consumer confidence index, we see that the figure rose 4.7 points from a month earlier to register a reading of 98.2 in December. This is great news because it is the highest reading since January of ‘04 and implies that consumers feel very optimistic about the economy at the present moment.

This positive sentiment is expected to translate into healthy consumer spending and consumers who spend more are more likely to further contribute to nonprofits if presented with the right opportunity. It is exactly the type of economic environment that fundraisers hope for as expectations of future growth also rose more quickly than they did last month. Organization directors should keep in mind, however, that the index may misrepresent economic reality and may become volatile.

A separate consumer confidence indicator, released by the Conference Board also rose in December to 113.7 from a revised 109.4 in November with the surge in optimism most pronounced among older consumers, according to Lynn Franco, Director of Economic indicators at the Conference Board. Older donors tend to give in greater volume to charitable causes ; according to a 2013 study on generational giving habits commissioned by the software firm Blackbaud,? Those born in 1945 or earlier give an average of $1,367 a year compared to millennials who average $481 in annual gifts.

Crucially, the older generation prefers direct mail communications which, according to Jen Love (Co-founder of Fund-raising consultancy Agents of Good) and Tom Ahern (an industry expert in writing fund-raising communications) is still the most effective medium through which to reach donors.

Sources:

See article: ‘Flattery Will Get You Everywhere’ by John Hanc, The New York Times – 11/6/16