You can no longer be all things to all people.
We have (at last count) 180,000 charities and not for profits in Canada.
180, 000… Let that sink in.
180,000 charities and not for profits doing amazing and transformational things to fix our world.
Runs and walks, direct mail, online campaigns, door to door canvassing, penny boxes at the LCBO, telephoning, Facebook appeals, mobile and sms, advertising in the paper, mall booths, awareness campaigns around the city, microsites, the year end call for help…
180,000 doing all or some of these things.
That’s your competition.
What’s the one thing do you do better than any other charity? Who is your perfect donor? How do you uniquely share your values and beliefs to that perfect donor? What promise do you make to those who support and love you the most? If you did not exist, what’s the thing that would suffer for it? How do you love your donors more than anyone? Why are you here and why do you need me?
You can no longer be all things to all people, because if you try, you won’t be anything but more noise.
You need to – no – you MUST drill down, you must be specific in your asks, your values, your stories, your passion… and the charities that do will win.
- Identify that “thing” you are here in this world to fix or correct
- Express how you are the best doing fixing or correcting that “thing”
- Make sure you inspire donors to help fix it (because they want to fix it too!)
- And love them as often and as creatively as you can