publication date: Aug 5, 2011
author/source: Jonathon Grapsas
read a blog that talked about the way we make people feel. The piece said that
the key to successful marketing was "making 'em smile." The author used the American Idol
experience to illustrate
It got me
thinking: How do we make donors or potential donors feel?
We provoke a
raft of emotions and feelings. Yet often (and sadly), supporters are left
unfilled and disappointed with their experience - particularly after giving,
and the silence and mystery that often follows.
Feelings - but not the ones you want
firsthand about that silence that follows because I've spent a lot of time "mystery
shopping" charities around the world. At times, up to half of the charities we
"mystery shopped" (and to which we made real gifts) failed even to acknowledge
our offer to support. In other words, they just didn't respond.
How do you
think I felt? Disappointment and anger were the overriding emotions.
Moving donors to act
about when it comes to eliciting a response and convincing someone they need to
For me it's
about making 'em feel slightly
enough to feel compelled to press on and keep reading, listening, pondering.
uncomfortable that they feel the urge to turn away. Certainly not as
uncomfortable as witnessing a solar eclipse or train crash! Shock and squeamishness
may work in certain circumstances, but that's not sustainable.
Discomfort, action, satisfaction
enough that what they're doing right now seems irrelevant and tedious, yet not
so uncomfortable that it's confused with being difficult or too hard. As Ken Burnett
once shared, you want your supporters
nodding in agreement, not because they think it's right or just, but because
your case is so compelling they can't help but agree.
enough to be moved. To give. To do something.
course, not uncomfortable after they've given. More like satisfied and
fulfilled. Energized and proud.
In fact at
that point, right at the moment you've responded with a heartfelt, authentic
note of thanks, you really do want to make
have thought American Idol
could inspire this article!
how you make your donors feel.
Jonathon Grapsas is the founder and director at flat
earth direct, an agency dedicated to fundraising and campaigning for good
causes. Jonathon spends his time working with charities around the world
focused on digital, direct response and campaigning stuff.
If you you'd like to chat to Jonathon you can
drop him a line, follow him on Twitter, or check out www.flatearthdirect.com