Donor-Centric Charities – It’s Time to Rethink Our Messaging
1 December 2016 at 10:40 am
Not-for-profit organisations need to radically change the way they think about their story and how they tell it, writes fundraising specialist Shuie Gestetner.
To everything in life there are two sides to the equation; two opinions, two perspectives and two ways to greet a challenge or opportunity.
Business and fundraising are the same – multiple opinions as to the best way to make money, raise money and run the business. The list goes on.
A key aspect and a vital cog for success comes down to the ability of the organisation to tell its story (looks like storytelling isn’t limited to kids and children after all). Marketing its “why”, its “message” and portraying a clearly defined, thought about brand to the public.
Not-for-profit organisations and corporates continuously debate their message and the best way to convey it to their community. I can imagine the boardroom debates and strategy sessions – lengthy conversations to ensure that the final edit is perfect – and how to get our message about our organisation out there.
Organisations and specifically not for profits are fantastic at telling their story, promoting their cause. Yet, is that the correct story they should be telling? Have they got the focus right?
I would argue not – and here’s why:
Not-for-profit organisations need to radically change the way they think about their story. No longer is it about our message, rather the audience and the donors. It’s time to become donor centric. It’s time to bring satisfaction back to giving.
Put yourselves in the shoes of the donor and now create the message. People are the core of every business. People are the core of your charity.
What will inspire your donor? Now begin the strategy session.
Donors have become fatigued. Donors have changed. They no longer look to create long lasting legacies with their donation, rather immediate impact and change. More importantly, they want to feel good about their donation. They want recognition, a sense of empowerment, inclusion.
As you think about your fundraising strategy for 2017, what will your story look like? How are you inspiring your current and future donors?
About the author: Shuie Gestetner is the director of Charidy Australia, an online fundraising program for not-for-profit organisations. When not assisting NFPs you can find Shuie on the soccer field for AJAX VAFA FC.