Unlike populist fundraisers (who treat everyone the same), engagement fundraisers aim to find and build relationships with “first class passengers”— people who are willing to “pay” more (with major and legacy gifts).
Millions of dollars are spent on wealth screening to find them. But what do you do once you’ve sorted them from the rest of the pack?
In this case, private sector marketers employ Velvet Rope Marketing strategies.
Exclusivity makes people curious because we value what is in short supply. It also provides status or feelings of achievement.
Today, engagement fundraisers might, for instance, provide exclusivity by inviting hi-capacity supporters to attend private tours with board members. They might offer restricted access to sneak peeks. Also, hi-capacity supporters could review new research findings or preliminary architectural plans for new buildings.
Want more ideas? Smart engagement fundraisers might want to create “first-to-know” lists, insider webinars or any other tactic that ensures that hi-value supporters feel special and appreciated. Or, perhaps they might design a giving club hi-capacity supporters could join so they feel more part of a team.
However you do it, treating the segment of your audience with the most potential like VIPs will increase the likelihood that they’ll treat your organization like its mission is of utmost importance to them.
All people appreciate and are drawn to offers that provide exclusivity. What’s holding you back from using it?
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