Are You Pushing the Right Fundraising Buttons?
Posted on Wed, Jun 23, 2010
Do you know the best emotional hot button(s) to get your donors to give to your cause? Can you name three of the seven emotional hot buttons?
We spend a lot of time around DonorTrends HQ indentifying and targeting the 'who' in fundraising. Who are your prospects, who are your most valuable donors, who are your competitors.
We use a lot of qualitative data to uncover this intelligence. We tell our clients who to target, who not to target, who your vulnerable, potentials and loyalists are. But sometimes it's good to remember that while all of that is well and good, we need to, and always need to, focus on the message.
Seeing an email about Denny Hatch's new book reminded us of this critical lesson.
Denny Hatch is a copywriting maverick and fantastic blogger who pulls no punches, offers interesting teaching stories, and shares his (always great) advice with the rest of us through his newsletter Business Common Sense.
He's just written a book that we're all clamoring to read - "The Secrets of Emotional, Hot-Button COPYWRITING". This excerpt alone made us want to read more: "Fear - Greed - Guilt - Anger - Exclusivity - Salvation - Flattery. These are the emotional hot buttons that make people respond--order goods and services, donate money to charities and send for more information."
Which of these hot buttons are in your latest appeals? Do you know which ones work best for your organization?
Caity and Ryann