Like fans flock to a superstar on stage, donors can flock to you. Can you imagine not chasing after donors every day and instead having interested potential donors find you? It can be the reality. Here’s how.
1. Design your dream donor
Superstars know their audiences. Pop stars market to younger audiences. Older stars appeal to older audiences. They know who they love and who loves them, and they speak to those audiences. You can do the same.
To create a brand that attracts, the first thing you must do is get clear on who you want to attract. Who is your favorite donor? The person you love to work with because their energy and ideas flow easily? The person who consistently sees your organization at its best? Imagine an organization full of people like that.
Now develop a profile of what your dream donor is like: what they watch, listen to and read, and where they spend their social media time. Think of that dream donor’s pains and gains. Pains are what their challenges are, what keeps them up at night. Gains are the change they want to see in the world. Get detailed. This avatar will drive your marketing and donor development process. Everything improves when you get clear on your avatar and find and present messages that move them to action.
Nonprofits tend to want to appeal to as many people as possible. Resist this temptation. Focus on speaking to your avatar. If you have a different product, say a program or volunteer opportunity, create a new avatar for each one.
2. Assess your current effectiveness
A brand assessment looks at your current strategies and how effective they are in communicating your brand to your avatar....
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