One of the hardest things to do in fundraising is to think like a donor. Why? We get sidetracked with all the great things we want to tell our donors and we forget that the heart of our communication should be the exact opposite: it should be about the great work our donors have done.
However, knowing how your donors think and what they’re feeling is one of the most valuable things you can do as a fundraiser.
3 Insights and Resources to Help You Think Like a Donor
Today, we wanted to share three of our favorite resources from across the web when it comes to thinking like a donor:
- 5 Ways Fundraisers Can Start Thinking Like Donors. The next time you are tempted to draft an appeal or newsletter trumpeting your agency’s accomplishments, remember Tom Ahern’s advice: without problems to solve, our donors do not have anything to do. Aspire to make your donor feel like their gift is the last push to make the vision a reality.
- Study: Male Donors Respond Best to Pitches That Stress Self-Interest. Researchers documented an “empathy gap” between men and women when it comes to charitable giving. To get men to respond to cash appeals, it’s best to tell them how the donation will benefit them, rather than others in need, according the authors of a forthcoming article in the journal Social Science Research.
- An “Inside Look” at the Mind of Today’s Mega-donor. “Giving money to charity is second nature in the United States, but in the eyes of Google’s CEO Larry Page, it could be the worst decision Americans make. Nonprofit organizations have relied on contributions from major donors to fund their mission for hundreds of years. However, we can’t rely on the past to achieve our future fundraising goals through major gifts.”
Want a deeper look into how to think like a donor?
Check out all of our Pursuant resources here!