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Be a Beacon of Hope and You'll Attract More Support

Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

People need something about which they can be hopeful. Therefore, your marketing should position your organization as a beacon of hope.
But be careful. Too many fundraisers take this imperative literally. They promote their organizations’ achievements and they beg donors to focus on their organizations’ needs— so they can do more.
This doesn’t give the donors hope.
When I call on you to “be the beacon of hope,” I am not suggesting you talk about how great your organization is, but rather how great the donor can be if they would only just support your organization— so it can do for the world what one individual cannot do on their own.
It’s a gentle nuance.
Make the donor believe that he or she can be the hero in the story if they’d only join forces with your team.
That will make them feel hopeful. And, they will be attracted to your light like a ship carrying a payload of gold across a turbulent sea.
As Jim Lord wrote in his classic book The Raising of Money, “They’ll put their money where they see promise.”
Here’s how St. Jude does it (and I think they know what they’re doing). There are only three sentences in this ad but all of them make the donor feel hopeful. “You can improve the world if you’ll only join us to support our mission,” is what their ad implies.
They are competing with you and doing it well.
Be a beacon of hope and you’ll attract more support.
 
fundraisers should be a beacon of hope
 
 

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4 responses to “Be a Beacon of Hope and You'll Attract More Support”

  1. Timely thoughts, Greg. I’m just working with a 38-year, local “in the black” theater group that wants to put in new seats, etc… I’m suggesting a “Invest in Success” campaign……donors putting their money where they see promise and also believe in the group’s future security.

  2. Timely thoughts, Greg. I’m just working with a 38-year, local “in the black” theater group that wants to put in new seats, etc… I’m suggesting a “Invest in Success” campaign……donors putting their money where they see promise and also believe in the group’s future security.

  3. Greg Warner says:

    You are right on (as usual) Margie!

  4. Greg Warner says:

    You are right on (as usual) Margie!

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