Everything we do in advancement should help a current, past, or prospective donor answer this question concisely and easily.
“Why should I care about the campaign?”
“Why should I care about the institution’s end of fiscal year?”
“Why should I care about being a consecutive year donor?”
“Why should I care about responding to this alumni survey?”
“Why should I care about going to this event?”
“Why should I care about meeting the new development officer?”
“Why should I care about the institution’s new strategic plan?”
Our work is to help a variety of people in a variety of circumstances create their own compelling responses to this question.
The more quickly and consistently we get out of our own heads, understand the perspectives of our constituents, and proactively communicate winsome reasons why they should care, the better our results will be.
And, by the way, “because it’s our priority,” is the wrong answer. Always.
