The top 10 reasons why your donor outreach fails

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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.

Here’s a list of top 10 reasons why your donor outreach fails:

#10. It’s boring
#9. It’s impersonal
#8. It’s irrelevant
#7. It lacks emotion
#6. It’s confusing
#5. It fails to tell the donor what you want them to do
#4. It fails to prove “what’s in it for them”
#3. It fails to provide a way for the donor to respond to someone directly
#2. It fails to make the supporter feel good (help them see themselves as a hero, pay tribute to someone, make a difference, etc.) and usually that’s because the outreach only solicits the supporter. Yuck!
#1. It fails to include a way for the donor to engage with your mission (view something, sign up, advocate, participate, volunteer, get involved, share, GIVE!!! etc.)
Donor Offers


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