Most charities make a classic marketing error.
That error is focusing only on “selling” your cause.
Donors don’t give to your charity because you convinced them to.
They give to see their values put into action. They give because it makes them a better person. They give to feel better about themselves.
Most charities (both the marketers and fundraisers) are still getting this wrong.
The “what” of your charity does not matter.
It’s the “why” that the donor gets behind.
Agreeing with this principle forces you to make your donor your hero. Every letter, every e-blast, every thank you. The sooner you do it, the sooner you will have helped create a better donor for your organization.