Opportunities vs. Problems: Which will your donors support?

I’ll cut to the chase. People want to take advantage of opportunities more than they want to solve problems.
Here’s how it works in fundraising.
“Problem” messages:

• We need help
• The water is dirty and undrinkable
• Over 25,000 children are hungry
• Too many homeless people are freezing
• We are running dangerously low on blood

“Opportunity” messages:

• You can make a huge difference for Sarah
• You can make the water clean and drinkable for Baako
• Your donation will feed Sasha
• Your gift will give Jim the blanket he needs to stay warm
• Your blood could save Jenna’s life

I’m not saying you should avoid explaining the problems. I’m just saying your messages should frame the problems in ways that present them as opportunities.

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