How many times have you heard someone suggest a last minute add-on to a direct mail solicitation, event agenda, or phonathon or visit script using this phrase? The problem with this statement is that almost always works. We think to ourselves, “yeah, that wouldn’t be a bad idea.” But ask yourself this, is it wise…
Category: Branding
Why Better Storytelling Won’t Lead to Larger Gifts
Leaders of institutions often share with me the following general frustration about communicating with donors and prospects: “We don’t tell our story well!” When probed, one (or more) of three underlying concerns almost always surfaces: A need to articulate more clearly, concisely, and authentically the positive “facts” of how the institution impacts students, patients, the…
Haute Couture Fundraising
The phrase, “haute couture” refers to the creation of exclusive, custom-fitting clothing. This clothing is made from high-quality, expensive fabric, sewn expertly by the most experienced of seamstresses, and form-fitted for a particular client. Haute couture emerged in the mid 1800s in France. You know the names of many of the official haute couture firms…
Engaging Donors Through Their Senses
Here’s the reality: every day marketers fill mailboxes with more direct mail packages, call more homes with pitches, place more advertisements on radio and tv (remember when cable tv meant that there was no advertising?), and fill more magazine pages with ads. And consumers are overwhelmed and not paying much attention anymore. According to David…
Creating Your Philanthropic Brand Identity
Brand identity, or how you would like others to view your brand, is a key component of creating a successful enterprise. For those of us in the educational, healthcare, and non-profit sectors, we should regularly be asking ourselves, “How do we want constituents to describe our organization?” However, when we ask such a broad question,…
Distinction vs. Distinctiveness
Most organizations claim to have either distinctions or distinctiveness (or both). Most have neither. A distinction is some aspect of the organization – typically a program or service – which has received special recognition. The recognition usually highlights quality and is proffered by an unbiased third party. Winning a national award for excellence for your…