Why Your Non-Profit Will (Probably) Struggle to Raise Support Again This Year
Written by
Once More, With Feeling
The hardest part of selling anything is knowing what you’re really selling.
As a non-profit leader or board member, I’m fairly certain of three things:
1. You’re passionate about your cause.
2. You’re great at a lot of things.
3. Marketing isn’t one of them.
Your website is packed with information, but it seems your message isn’t landing. As the new year approaches, you’re left wondering, “How can we get our community to give again?” You and your board reach out to everyone, make endless calls for tickets and sponsorships, and put up a few yard signs. Then you cross your fingers and hope for the best...
That's because your non-profit isn't what you think it is: it's a business that sells products just like any other.
“But we’re raising support, not selling anything.”
That’s where you’re wrong. Your product is sneaky–so sneaky you don't even realize you’re selling it.
So, what are we selling to people?
• A tax write-off?
• A logo on a banner?
• A tickets to an event?
And what are they really buying?
• An end to world hunger?
• A chance to 'make a difference'?
• The opportunity to 'change a life'?
Maybe. But I think the answer is simpler—and much more selfish.
Hooked on a Feeling
Donors want the same thing you do: to do some good for the world. More importantly, they want to feel like they’re doing some good for the world.
Does that make me cynical or observant? Don't answer that.
Take Bombas. It’s not a non-non-profit, but hear me out. The sock company has built a billion-dollar brand in less than a decade off goodwill.
Billion with a capital B.
Selling socks.
Insane.
Buy socks, feel good—who says you have to choose? Why spend $15 on a pair of socks when you can get 3, 6 – even a dozen – for the same price? Because it feels good to do good.
Of course, doing good does do good. But if we’re honest, most people do good because it feels good.
Here are a few questions to get you started:
1. Who is this for? Narrow this down until you can talk to them directly. “Local residents” won’t cut it.
2. What do they want? To support the cause? At some level, sure. The real question is why?
What You're Really Selling
You’re not selling tickets for a seat at the table. You’re selling a chance to enjoy a few too many drinks all dressed up with your friends.
You’re not selling sponsorships for a few square feet on a banner. You’re selling a chance for a business to stand out with a positive image in the community.
You’re not selling donations for a tax write-off. You’re selling the feeling of making a difference for someone who needs a few bucks more than you need a new toy.
This year, focus on what donors want to feel and shape your message around that. Your save-the-dates, yard signs, sponsorship info—everything.
Try it and see the impact you can make.