Touching Hearts Touching Donors
Thursday, January 25th, 2007I’m sorry for the lack of entries recently - I’ve been on the road and had only limited internet access. I guess I’ll have to subscribe to one of those Internet access services that supposedly provide service in most airports. I’m still stuck on the idea of the Internet being “free.”
While I was out on Long Island I had a great conversation with the head of a nonprofit that has a clear strategy to interest large donors. “We touch their hearts,” she said. Hmmmm, novel idea. But actually what seems so intuitive is often overlooked. Donors will get excited about something that touches their hearts… if you give them a real and tangible way to respond to that touch. All to frequently nonprofits don’t tell the personal stories that are filled with passion and emotion, for fear of being perceived as manipulating their audience. I believe that fear is, more often than not, unfounded. It is true, the use of personal stories that touch the heart need to be genuine, directly connected to the point of the appeal and used with permission; but given those parameters they are a powerful tool.
But the key is not the heart-rending story; the key is the tangible way for donors to respond to the emotional connection. Here are a few ideas you might consider:
1) When telling a story to connect donors to your mission, always draw a clear line from donated funds to the positive result.
2) Be sure to offer similar opportunities for positive change through an immediate contribution.
3) Document and reference your stories when possible. You might even invite further investigation before a large contribution.
Of course, be sure to tell real stories without embellishing them, and get permission when needed. But tell your story!





