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So many interesting things in this for fundraisers... https://jasonlefkowitz.net/2014/01/against-line-chart-liberalism/ How often do we draw conflicting conclusions from donor data? Also, how often do we try to rely on data and facts (the head) rather than narratives and emotions (the heart and gut) to motivate donors to take action? As Jason says in the article I linked to above, "assuming that data can tell its own story ignores something fundamental that we know about how communications between humans works. People aren’t motivated by facts; they are motivated by narratives, by stories." Senior managers often hate the emotional narratives needed to inspire donations. Also the line, "You have to reach out to people as they are, not as you would wish them to be." That's exactly my point in my post about emotions. You need to start with emotions the donor already has... not the emotions you want the donor to have.
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As of the time of writing, the outcome of certain seats in the Australian Federal election is still uncertain. Although it appears Turnbull will be able to form some kind of functioning government, whether he can achieve what he wants is also uncertain. But to me, as a fundraiser, one thing IS certain. And that is… FEAR is a much stronger motivator than GAIN.
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Will you make your tax appeal target? One week out from 30 June and I’m checking in with the charities I work with to see where fundraising income is up to for their tax appeals. So where is YOUR non-profit up to? At this point, if you’re not up to at least 50% of your tax appeal target, I can pretty confidently say you won’t reach it. (Please see the disclaimer below though.) Personally, I prefer it if my fundraising clients are closer to 70% at this point. But yes, if you run a standard direct mail tax appeal to your house file… it’s fairly common for 30-50% of donations to come in during the last week before June 30.
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I’ve heard many a fundraiser bemoan the fact that they don’t do one of the three Cs. Cute animals. Children. Cancer. Let’s face it, it’s easier to raise funds for these kinds of causes. This post is about what to do when your cause is the worst kind of unsexy…
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