NOT EXACTLY SYMBIOTIC
The package I received from the non-profit looked excellent. Wonderful design, well-written copy, good quality materials. But if left me uninspired. And no wonder.
Nearly all the letter talked was about the organization. Same with their web site. It was all us, us, us…leaving me to ask, what about Bob? And what about the people in need whom I’m supposedly being asked to support?
The ask left me unmoved too (which is why I just said ‘supposedly’). It read, “Please make a special gift in support of these important programs today.”
If you want to raise money, don’t ask people to support your programs; ask them to give their support to starving families in Africa or wherever. They’re the ones that donors like me want to help…not some organization’s programs.
And this charity missed an obvious opportunity with the strategy of the package.
The letter was about kids needing an education in Cameroon. But the organization also deals with HIV/AIDS…and most scientists believe that HIV/AIDS began in Cameroon. So why not talk about AIDS and save the education theme for some other story about kids in a different deprived country?
Another recommendation – use terms that people readily understand, instead of politically-correct euphemisms. This letter was laced with references to ‘The Global South’. Where’s that? What’s that? Ask 100 people on the street and you’ll get 100 different answers.
Yes, professionals with non-governmental agencies use that term. But the vast majority of donors only understand, ‘Third World Country’, ‘Developing Nation’ and ‘Under Developed Nation’.
And, better yet, what about using a term they’d understand in a heartbeat: “Poor Countries.”
I love this organization’s mission and work. But they haven't recognized that they need to nurture a symbiotic relationship with donors…not spend their time looking in the mirror and trying to force others to do the same.
In fact, I’d go so far as to say, if they don’t lose their self-focus pretty soon, they’re going to end up losing donors like…
Dr. Bob
symbiomarketing@telus.net
http://www.symbiomarketing.com
Nearly all the letter talked was about the organization. Same with their web site. It was all us, us, us…leaving me to ask, what about Bob? And what about the people in need whom I’m supposedly being asked to support?
The ask left me unmoved too (which is why I just said ‘supposedly’). It read, “Please make a special gift in support of these important programs today.”
If you want to raise money, don’t ask people to support your programs; ask them to give their support to starving families in Africa or wherever. They’re the ones that donors like me want to help…not some organization’s programs.
And this charity missed an obvious opportunity with the strategy of the package.
The letter was about kids needing an education in Cameroon. But the organization also deals with HIV/AIDS…and most scientists believe that HIV/AIDS began in Cameroon. So why not talk about AIDS and save the education theme for some other story about kids in a different deprived country?
Another recommendation – use terms that people readily understand, instead of politically-correct euphemisms. This letter was laced with references to ‘The Global South’. Where’s that? What’s that? Ask 100 people on the street and you’ll get 100 different answers.
Yes, professionals with non-governmental agencies use that term. But the vast majority of donors only understand, ‘Third World Country’, ‘Developing Nation’ and ‘Under Developed Nation’.
And, better yet, what about using a term they’d understand in a heartbeat: “Poor Countries.”
I love this organization’s mission and work. But they haven't recognized that they need to nurture a symbiotic relationship with donors…not spend their time looking in the mirror and trying to force others to do the same.
In fact, I’d go so far as to say, if they don’t lose their self-focus pretty soon, they’re going to end up losing donors like…
Dr. Bob
symbiomarketing@telus.net
http://www.symbiomarketing.com
posted by DoctorBob | 12:05 AM
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