The power to minimise guess work
Donor Centricity 3.0 is not about the donor. It’s about the person who gives.
It sounds like semantics. It is not.
When people are deciding to give for the first time, they aren’t yet our donors. But they are a parent, a cancer survivor, a humanitarian, a moral person, a liberal, a patriot and so on. So the key to raising more money is to resonate with who the donors are, or rather that aspect of the self that is activated during their engagement with your organisation.
Equally, when individuals have been giving for a while, they may well develop a donor identity or rather, a sense of who they become when they give. So for longer term supporters it’s important to look beyond a simplistic donor identity and to ask who that donor is, what community have these donors formed, and why this group of people are powerful in taking our mission to the next level.
help donors shape how they define themselves
Here, not only can we match the way that we describe our supporters with the way that they describe themselves, we can help donors shape how they define themselves. That is hugely exciting. Because in essence, we are co-creators of meaning in our donors’ lives. That allows communications to develop massively more resonance as supporters begin to see themselves in your words and see themselves as the kind of person who would enjoy making another gift or deepening their relationship.
Like it or not, we will already be speaking to donors as if they are a particular kind of person. The issue is really just do we want to do that in a planned way, informed by research, or just let the language we use develop in an ad hoc way and hope for the best?
Research has the power to minimise the guess work.
Why not let us work with you, to show you how?
