What They Get Is Key to Why They Give

Be sure your donors know exactly what the benefits of giving are.

September 2008 By Katya Andresen

multipage

Soon after I was divorced, I heard a story on NPR that really got to me. I was driving home from work, half-listening to a profile of East St. Louis. It was about the area’s extreme poverty and the efforts of some extraordinary people to rise above their circumstances and make better lives for their families.

The details are long lost, but I remember one person from the story perfectly. She seized my complete attention. She was a single mother working long hours to support her two daughters. She’d cobbled together the funds to send them to a good school, and she was doing all she could for their future. She kept going, against all odds, for those girls.

As a single, working mother of two daughters myself, I was amazed and humbled by this woman. Though my life is far easier than hers, I did have an inkling of just how much strength it took to do what she did.

When I got to work, I tracked down the NPR reporter, e-mailed him, thanked him for the story and asked him to put me in touch with the woman. After he got her permission, he gave me her contact information. I told the woman how much I admired her and thanked her for inspiring me, and then I sent a small check to support her daughters’ education.

While technically I was the donor in this relationship, there is no question that she did more for me than I could ever do for her. She gave me faith that the job of raising two daughters alone could be done, even in the hardest of circumstances.

I tell this story because it illustrates something so important: Giving and receiving go hand in hand. Fundraising is not simply about what you ask of people; it’s about what they get in return. You don’t have an empty, outstretched hand. You have a lot to offer donors, and you should frame your ask accordingly.

The benefit exchange
In crass marketing terms, we call this the benefit exchange. It is the answer to the question, what do I get for my money? If I’m buying pricey antiwrinkle cream, the benefit exchange might involve $100 as the price for the hope that I can regain my youth. If I’m fundraising, there are many possible benefit exchanges I can offer my donors — faith in themselves, inspiration, a feeling of accomplishment, or, on a more mundane level, a plastic wristband or logo-laden coffee mug.