The concept of selling is fundamental to successful nonprofit fundraising. The difference is that nonprofits sell ideas, not products. However; the sales concept and the human emotions involved are the same. Here are some ways to use the fundamental rules of selling to enhance your fundraising.
The Fundamental Rules of Selling
There are three fundamental rules of selling:
1.People don't like the idea of being sold.
2.People buy things for emotional, not rational, reasons.
3.Once sold, people need to satisfy their emotional decisions with logic.
People don't like the idea of being sold
People buy things all the time. But this doesn't mean they like being sold. On the contrary, people like to buy - they just hate being sold. Buying implies control, being sold lack of control and manipulation.
When it comes to fundraising, you’re not selling your organization's needs, you’re giving the donor the opportunity to solve a problem or achieve a goal. Your marketing focus should be on what’s in it for your donor, not on your organization. This will avoid coming across as “selling” and will allow your donor to enjoy the buying experience (in this case “buying” is donating).
People buy things for emotional, not rational, reasons.
Reese's Peanut Butter Cups – those seductive, orange packages filled with chocolate and peanut butter crowns. They have very little nutritional value. They’re loaded with sugar and other things that are very bad for our body. There is no rational reason to eat them - but we do and we love them! Why? They make us feel good!
This is perfect example of people buying for emotional, not rational reasons.
How can this be applied to nonprofits? Donors are people. The selling concepts that apply to for-profit customers also apply to fundraising donors. Nonprofits need to first identify and appeal to their potential donor’s emotions. They need to understand what makes them tick, what’s important to them.
Sell to the heart, not to the head. Personal stories work great for this.
Once sold, people need to satisfy their emotional decisions with logic.
Once emotionally sold, people must justify their emotional decision. They do this with logic.
After you have touched the donor’s emotions and they have decided to contribute, you need to provide rational reasons to reinforce their decision. This is an important step that should not be skipped. It completes the psychological decision process. Without it you run the risk of losing your donor after all the hard you’ve done work to emotionally engaging them in your cause.
Listing success statistics and past results are good ways to rationally justify the donor’s decision. So are testimonials. Has your organization received any awards? Positive press? If so, use them.
Final Thoughts
Using the fundamental selling concepts will improve your fundraising efforts. Here are a few additional points to remember as you craft your campaigns:
- Grab attention early.
- Focus on needs – identify the problem. Create a verbal and/or visual picture.
- Offer a solution. Don’t forget to focus on “what’s in it for me?” (WIIFM).
- Show why you’re better than the alternatives.
- Always include a direct call to action.
© 2019 David Biagini, All rights reserved.
