Katya Anderson, author of the book Robin Hood Marketing, has a fantastic blog called Getting to the Point. Katya has a great post called 5 Keys to Pulling out of the Economic Nosedive. The tips are fairly simple, but that's the point. It's always best to remember the fundamentals, but it's absolutely vital when things get nutty. Check out some of the tips below.
Here are five keys to pulling yourself and your message together to survive 2009. They are all variations on an important theme: give donors what they want during tough times.
1. Give donors what they want: to feel good.
That’s right. Donors want to feel good, especially right now. They want a helper’s high. They want to have an impact, make a difference and attain an emotional ROI. You don’t give that to them with a desperate, doom and gloom message about your dire need. Even if you’re feeling negative, there is no need to share that emotion unless there is a happy windup to your appeal. Who can the donor save? What can they make possible? How can they be a superhuman life-changer for a small sum? Tell them that. It’s good stuff. It’s motivating stuff. It works. DO NOT LOSE SIGHT OF THIS. Times are tough and if you can
make people feel good about themselves and what they’ve done, that’s worth a lot to them.
2. Give donors what they want: to hear from people they know.
Now’s a good time to change up the messenger. People are going to be in a kind of mental fetal position this year, clinging to their nearest and dearest in this scary world. So if you put your cause in the mouths of their friends and family, you’re going to get much further than you would messaging alone. Ask your supporters to spreadthe word about you. The messenger will be key this year, and it’s best if it’s not you.