Key To Your Fundraising Success - the WIIFM Principle

Americans are a giving people. Consider these statistics from USA Today:

Unfortunately, however, giving tends to decline in a difficult economy. To make matters worse, givers are currently suffering from "donor fatigue" after a series of global natural disasters have left us feeling financially and emotionally tapped out. Add to that the recent increases in postal rates, and we have a "perfect storm" of discouraging trends for nonprofits. In these times, nonprofits need to get the greatest possible mileage out of their fundraising efforts.

The way to do that is with the WIIFM principle. WIIFM stands for "what's in it for me?" As generous as we Americans are, human nature dictates that we still care about ourselves above all else. So make it clear to your donors what's in it for them:

1. First and foremost is the warm, fuzzy feeling we get for saving a sick child, a homeless animal, an endangered forest, a historical building, or whatever the cause may be. Asking people to give because the cause is "important" only goes so far. People need to feel personally invested in a cause before it really feels important.

2. Second is prestige. In the United States, the ability to give to charity is seen as a sign of wealth; people who have money left over after meeting their own needs are proud to be able to help others. Appeal to the "prestige" aspect of giving and you can justify asking for larger amounts.

3. Third is the gift you'll send them in exchange for their donation. It can be a trivial item; some possibilities include t-shirts, hats, bumper stickers, belt packs, mugs, refrigerator magnets, books, CDs, stuffed animals--all with your logo and/or a picture of the beneficiary. The value of the gift can correspond to the size of the donation. All these items will tell the world that the donor is a giving person who supports the cause he or she cares about.

Another important strategy is confirmation that the donation has had an impact. Keep in touch with your donors--send before and after pictures, a note of thanks from the beneficiary, a followup story. Following up is the best way to ensure your donors will give again in the future.

Make sure your prospective donors know what's in it for them. In creating your fundraising appeals, bear in mind that what you're writing is really a sales letter; you're selling warm fuzzies, prestige, and, to a lesser degree, the t-shirt, stuffed polar bear, or picture of a smiling little kid that they're going to put on the refrigerator.

At times like these, you may not have the luxury of mailing an ineffective appeal. If you're not sure of your ability to craft an effective sales letter, find someone who can. And get those dollars rolling in.

23 Oct 2008 18:35:09

Website content - Getting it right for search engines - IT Wales

IT Wales Website content - Getting it right for search engines IT Wales, UK - Copywriters always stress the acronym ' WIIFM ' as being the most important factor when writing sales copy. This means 'What's In It For Me? ...

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