It Pays to Resonate More Deeply
It's that time of the year when the rush to attract more attention to your year-end appeal can feel as intense as shoppers surging into a Black Friday sale. It can feel especially challenging when other organizations are also competing for those coveted year-end donations.
In this race, your organization's reach—getting in front of as many potential donors as possible to enhance the chances of meeting your financial goals—may appear to be the most critical factor. However, what if it isn’t all about reach? What if it goes beyond having a large email list, numerous social media followers, or record-breaking event attendance? This is where the concept of resonance comes into play.
As Marketing Coach and Consultant, Jay Acunzo says, "Reach is about how many people see you. Resonance is about how much they care." Undoubtedly, the latter is the ultimate objective—to engage supporters who genuinely care about your cause.
Connect with Stories
You can foster a deeper connection with existing and potential donors by using compelling stories in your communications that go beyond the standard success story. Connecting via stories imparts meaning and has the power to move your audience emotionally, compelling them to take action, including supporting your cause financially.
Sharing stories that showcase the impact of your work is common, but there are a few strategies to consider as you aim to connect with your audience on a deeper level and help them relate to your cause on a human level.
Zoom In: Connect by focusing on universal feelings and describing them in detail, making them relatable to your audience. Describe the struggles, triumphs, and challenges faced by those your organization serves. Make readers feel the joy, hope, or gratitude experienced by beneficiaries.
Show, Don't Just Tell: Instead of simply telling readers about your cause's impact, show it through vivid descriptions and concrete examples. Use sensory language to paint a picture in the reader's mind. Transport them into the story.
Make it Relatable: Relate the story to the reader's own experiences, values, or emotions. Help them see themselves in the story or understand how the cause matters to them personally. Identify the values and beliefs that resonate with your donors and speak to them in a language that aligns with those internal values. Connecting on this deeper level strengthens your bond.
Make it Easy
Once you connect, be sure to make the process easy for those who want to support your cause. Recognize the challenges your donors may face due to economic stress and consider different levels of contributions. Also, be sure to simplify the donation process to ensure a quick and hassle-free experience.
Resonating more deeply with your supporters and making it easy to provide support will not only help you reach your year-end goals but also ensure a stronger, lasting connection between your organization and those who genuinely care about your cause.
About Rachel M. Decker
Having spent nearly 20 years in the nonprofit sector as an effective and strategic fundraising and foundation executive, Detroit Philanthropy Founder and President, Rachel Decker is passionate about helping others, making meaningful connections, solving problems and, most importantly, creating impact in our community. With the founding of Detroit Philanthropy, she turned that passion into a commitment to champion philanthropy throughout metro Detroit as a philanthropic advisor, fundraising consultant and speaker.