Presenting New Offers and Lifting Existing Ones, Ep #38

Episode 38

With Benjamin Johnson and Matt Hussey

Does your charity allow existing donors to be more generous? On this episode, Matt and Ben discuss the art of using donor communication to change the donor relationship and take giving to the next level. They also dive into human-centered language, avoiding “the ick” as fundraisers, and how to invite donors to walk alongside a cause.

You will want to hear this episode if you are interested in...

  • Seasonal, meteorological, and geographic marketing for fundraising [1:42]

  • Staying connected to the core principles of your organization [8:46]

  • Avoiding “the ick” in fundraising communications [12:11]

  • Inviting donors to walk alongside a cause [17:01]

  • Using variable copy to take donors to the next level [22:54]

  • Why the volume of communication matters and breaking fixed patterns with donors [26:39]

  • A sneak peek of future Frontier FM content [31:50]

  • Matt reads some junk mail! [34:13]

Becoming a human-centered fundraiser

Donor-centered language makes the donor a hero while painting those affected by an issue in a problematic light. A great example is the issue of homelessness. Donor-centered language often takes that aspect of a person’s current situation and makes it their entire identity. A person experiencing homelessness becomes a homeless person, which denies their humanity and glosses over their story. Person-centered language, or as Ben put it, human-centered language elevates everyone involved in the charitable process and refocuses the spotlight on the issues and the steps those affected are taking to better themselves. Effective human-centered communication for an issue like homelessness shows the donor what they can do to help end the cycle of poverty. As Ben said, it makes the donor alive to the situation so they feel compelled to solve a problem versus manipulated as the only solution.

Celebrating generosity through tailored communication

The right donor communication sent at the right time can trigger a flood of generosity. However, not all donors are receptive to the same message. That’s why it can be helpful to create segments within your donor list and send different communications to different people, based on identifying factors. One area to keep track of is donors whose giving has exponentially increased over time. Matt recommends fostering a closer relationship with them by sending them content that helps them continue to grow in generosity. The goal is to become a cheerleader for what the donor is already doing. Then, get out of the way! This serves as an excellent strategy for not only appreciating donors but inviting them to go to the next level if they’re ready.

Partnering with donors

The challenges facing charities are often abundant and can change based on something as fickle as the weather. An organization fighting poverty may have to rework its entire fundraising strategy based on a cold snap. This is why organizations need to get comfortable with speaking authentically with their donors. Most organizations fear the worst when asking for more money, especially after a major giving campaign. This is where human-centered language is key. Give donors the opportunity to take on a challenge! Being transparent with what your organization needs, why they need it, and how it impacts the cause as a whole. You may be surprised at how donors respond when they are invited to walk alongside a cause.

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Ben Johnson