One of the more difficult marketing concepts to teach new candidates is the difference between talking about the “I haves” and instead focus on the “You gets.”
Voters and donors don’t really much care that you have a degree in accounting, served in the Army, volunteer as a Scout leader or whatever. They’re tuned into WIFM – “What’s In It For Me?”
In today’s Campaign Hot Tips, high-dollar fundraising expert Kevin Gentry explains how to refocus your direct mail fundraising messaging so that you’re concentrating on the benefits your donors will receive rather than the features of your candidacy.
Until next time. Onward and rightward…
Dr. Chuck Muth, PsD
Professor of Psephology (homeschooled)
“How to Get More Votes, More Donors & More Volunteers”
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What is Your Key Donor Benefit?
by Kevin Gentry
The reason in direct marketing we ask about your target audience, we are hoping you will refine your message as much as possible.
How can you speak to them, refer to them, engage with them and appeal to them vis a vis their giving relationship with you already, their giving relationship with other like-minded causes, their philosophical alignment with you, their relationship to you, or their cultural affinity with you? This is very important.
Try to imagine yourself writing to just one person on the targeted list. That individualized approach will be amazingly effective. Then try to adapt your letter, as appropriate and possible, to other segments of your list.
Now to the second question, what is the “key customer benefit” you are offering?
This is really, really key. On the one hand, it’s a bit of Marketing 101. But on the other hand, it is probably the most under-utilized marketing tool in the direct marketing I’ve observed coming from you and your cohorts.
This is a real toughie, in my judgment. The “key customer benefit” is a hard concept to grasp. But prospective donors rarely will find your work compelling enough to invest in merely because they conclude you’re working hard, you’re doing good and important stuff, or that you have needs. Those aren’t benefits.
Benefits could be tangible offers to your prospective donors, such as recognition, desirable invitations or “freebie” materials, or even tax-deductibility. Or they could be less tangible benefits such as “satisfaction” or “confidence” that you’re solving important, relevant problems, advancing vital causes or beating bad guys.
Here’s my suggestion for you: as you sit down to compose your next compelling communication, brainstorm as many benefits as you can offer to your prospective recipient and try to weave them into your letter. Start with a really big benefit. But try to add 5-7 others if you can.