Let’s face it, exploiting the people you serve in order to raise money for their benefit seems more than a little backwards. This practice, currently known as Poverty Porn, has been the fore-running tactic for gaining donor support in the nonprofit realm for many years. Not only is it morally disgusting and wrong, it’s also a bit counter intuitive. So why do we do it? Guilt is a sure-fire way to manipulate someone into doing what you want. But guilting people into donating is not a good way to achieve your mission. So what are some healthy ways to change your messaging and gain donor support? You could try either of these tactics:

Use “partnership” language. People like to feel like they are making a direct impact, even if it’s through sending a check each month. Giving people the opportunity to be “partners” in your organization through financial contribution, and keeping them updated on the great work being done thanks to their partnership, will increase their chances of becoming a long-term donor.

Use uplifting and empowering language in reference to those your organization serves. Using empowering language and showing imagery of the positive effects of your work as opposed to showing the devastation that needs to be fixed helps donors understand how their money is being used, and that the effects are real. Someone could talk about starving kids in Africa all day, and it may tug at your heartstrings enough to throw money their way, but if they never show you how your money is helping to make a difference for those starving children, then eventually you will lose donor interest, and that is no help to anyone.

For more tips on messaging follow erikablanddesign.com!

 

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