To the Point : You Talk, Donors Listen

But what is it the're hearing? Probably not what you think.

I recently saw some ads about global warming that showed the earth as a melting ice cream cone. This is probably what the environmental organization thought it was communicating: Global warming is real, and we must urgently address it. Give to our organization now.

This is what I was thinking: We're doomed. Oh well.

I found the ad profoundly depressing and demoralizing. How can one donation stop the end of the planet? It won't. So I didn't give. Environmentalists need to give me an aspect of the problem that I can comprehend in scope and feel empowered to change.

True, not false
Many fundraisers are up against misconceptions about their issues. So they spend time debunking the myths. You've seen those myth vs. fact sheets, I'm sure. Here's the problem: The more you talk about the myth, the more airtime it gets and the more people remember it. And unfortunately, it might be all they remember. There's plenty of research showing the myth vs. fact approach helps perpetuate the myth.

Imagine you're an advocacy organization trying to convince Americans a health care reform proposal does not ration care. This is important to raising money for your efforts. You might say:

Myth: Health care reform means rationed care.

Fact: No proposals would prevent people from getting the care they need from their doctors.

And here's what people will think: Wait, what did you say about rationed care?! My care could be rationed?!

Stick to the truths; don't repeat the myths.

And in conclusion, I'll add, stick to these principles, not your talking points. You know you're in trouble if you ever find yourself thinking of your audience: "If they only knew … " or "If they just understood … "

They don't know and they don't understand the world the way you do. So communicate small, hopefully and with the truth. You might end up having what we all want with our donors: a meeting of the minds. FS

Katya Andresen is chief operating officer at Network for Good and keeper of Katya’s Non-Profit Marketing Blog. Reach her at katya.andresen@networkforgood.org