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What’s Wrong with “Ask > Thank > Report > Repeat”
My pal Steven Screen is one of the best fundraising copywriters in the U.S. Seriously! He and his friend Jeff Brooks have a great podcast called Fundraising Is Beautiful. You might want to check it out.
One of the things they like to promote is their rule of thumb for effective fundraising:
Ask > Thank > Report > Repeat
I like this concept. It’s smart! We all know that too many nonprofits just “”Ask > Ask > Ask. So, “Ask > Thank > Report > Repeat” is much better. But I think it’s missing one very important additional element— ENGAGEMENT! Therefore, I think the following works better:
Engage > Ask > Thank > Report > Repeat
Valuable engagement opportunities will involve your supporters on a deep, emotional level.
Here are just a few ideas to show you what I mean. You can provide:
- Offers to get involved (such as a chance to volunteer)
- Offers to participate in events (such as walks, rides, golf outings, galas)
- Offers to take a tour (of a hospital, for instance)
- Offers to watch a video
- Offers to download an eBook or infographic
- Offers to send a letter to Congress (for advocacy)
- Offers that give supporters a chance to tell their story (so they can explain why they care)
- Offers that give supporters a chance to give you their feedback (via a donor survey)
- Offers that give supporters a chance to meet you, your staff, your volunteers, or your leadership (face-to-face, via a webinar or a Google Hangout)
- And others offers… the list is endless
Sadly, most fundraising is absent meaningful engagement because it’s time-consuming.
But, nowadays you can leverage technology to provide fantastic one-to-many engagements. Without engagement, your relationship with your supporters will focus more on the transaction. Engagement will bring the transactional nature of donating up a level— to a serious, emotional relationship.
What do you think?
Recommendation:
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Feeling like your job is getting harder because donor expectations have changed and competition for the charitable dollar is growing?
Finding that the old orthodoxies and conventions espoused by so-called experts in online echo-chambers and at conferences don’t work anymore?
Want to help more people make impact by facilitating their acts of philanthropy but feel like too many obstacles keep getting in your way?
Then this book is for you.
Engagement Fundraising was developed from the perspective of a donor who discovered firsthand that the impersonal, spray-and-pray approaches of his beloved charity were not only offensive but also wasteful and ineffective. So he took action. And now, you can too.
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So true! Great advice.
The examples you provide are all offers – which are all other “asks” we would be making to donors and non-donors alike. An “ask” is usually for a monetary gift, but it doesn’t have to be! This post more adequately describes how you can engage your donors with unique asks that aren’t always about money!
Indeed! That’s “Engagement Fundraising!” Thanks for engaging with me!!
[…] we follow what I refer to as the MarketSmart Rule because I first saw it spelled out this way on Greg Warner’s blog: Before soliciting them again, […]