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There\u2019s a lot of noise on the web. You probably know that just as well as anyone. Every day, you\u2019re bombarded with businesses and brands that want your attention – eventually, you tune out all but the ones that resonate with you the most.<\/p>\n
So far, this sounds like a marketing issue that only faces businesses, right? Unfortunately, if you\u2019re running a charitable organization, it\u2019s just as much of a problem. No matter how noble or notable your cause, if you don\u2019t know how to engage with your donors, both current and prospective, they\u2019ll ultimately ignore you.<\/p>\n
Here\u2019s how to prevent that from happening.<\/p>\n
The number one question you should ask yourself about every donor is why <\/b>they should care about you. Why does your cause matter to them? Why should they give money to you, and not to some other charity?<\/p>\n
The best way to answer that question is with a good story.<\/p>\n
Don\u2019t just tell people what your cause is – show them the impact that your cause has on the world. Interview people who benefit from your charity\u2019s program. Talk to volunteers to find out why they\u2019re working with you. Show that you\u2019re more than another drain on the attention of your donors – that you get real results.<\/p>\n
In the same vein as our first point, don\u2019t focus on your organization itself. Sure, it\u2019s important that you have a clear brand, a consistent personality, and a good set of core values. But your cause is the most important thing of all.<\/p>\n
Your messaging, whether on social media or on your website, should be focused on what you do, <\/b>not who you are. People – especially millennials – don\u2019t really care about the specifics. One charitable organization to them is ultimately the same as the next.<\/p>\n
It\u2019s the causes they rally behind, not the people.<\/p>\n
We live in what I like to call a convenience culture. People today are used to having their needs catered to wherever they go. Meal delivery services ensure you can eat without ever leaving your home. Entertainment platforms like Netflix, Hulu, and Amazon Prime deliver immediate, on-demand video wherever and whenever you desire.<\/p>\n
It\u2019s reached the point where it\u2019s jarring if something is too inconvenient. That\u2019s why when it comes to your donation options, you need to offer multiple platforms through which people can offer money to your cause. Don\u2019t just allow people to charge their credit card on your site.<\/p>\n
Let them pay through a mobile app. Let them use Paypal. Let them go to a physical location and put money in a donation box.<\/p>\n
Moreover, show them that giving money isn\u2019t the only way to contribute. Show them they can help out in other ways, such as through volunteering.<\/p>\n