People don't trust you.
It's not just you, but pretty much all institutions. People are widely cynical and distrusting of all of them. (And who can blame them?)
But trust is one of the most necessary elements of fundraising. So overcoming that pervasive distrust is critical.
From Fired-Up Fundraising, here are 5 Ways to Overcome Declining Trust and Wary Donors:
- Talk about the WHY of the work instead of the WHAT. When you focus on how you do what you do, you're not talking about the donor's values and concerns. Talk about the difference they can make. Talk about the values you share. That will get through far more than the most detailed seminar on your methods.
- Obsess about your donor retention. It's the measure that matters most. And most of the things you can do to improve retention are things that help them see you are trustworthy.
- Ask your donors about their communications preferences. Give them some control.
- Use good old-fashioned donor-centered language. Say you a lot. Talk to the donor about her part in the world; don't focus on your own amazingness.
- Try a gratitude report. Instead of a look-at-us annual report create a piece that shows them what they accomplished.
These things will break through the cynicism and improve your fundraising revenue.
from Future Fundraising Now https://ift.tt/2ymr7gf
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