Helen White writes about the various ways we can authentically inspire individuals to become donors. We need to be able to progress from interest to empathy and from empathy to action: she attests that people buy into people.
“Effectively marketing an NPO to potential individual givers requires evoking an emotional response. Marketing material should therefore go beyond facts and statistics and show the human face of how the organisation has succeeded in having a positive impact on people’s lives. An organisation needs to conjure emotion if it hopes to inspire an individual to progress from interest to empathy and finally to action, i.e., to making a donation. Questions to be asked might include: What are your success stories? What is the human factor that underlies your cause? Who are your beneficiaries – the people impacted by your work – who would evoke emotion and nurture support? The Children’s Hospital Trust often used patient cases to profile the lives impacted by donors who have elected to support the Red Cross War memorial Children’s Hospital and other paediatric health care projects.” (White in Judge and Jones 2012: 102)
Judge, M. and Jones, S. (eds). 2012. Striking the Rights Chord: Perspectives on Advancement from Human Rights Organisations in South Africa. Cape Town. Inyathelo: The South African Institute for Advancement.
Author: Helen White in Striking the Rights Chord: Perspectives on Advancement from Human Rights Organisations in South Africa.Part 2 – Performing in Key.
This article is part of the series on lessons on developing an effective brand, other related articles include: