Strategy & Marketing

Don’t Just Take Your Donor’s Money – Educate Them

Too many religious and non-profit organizations pursue donors and expect it to be a one-way street.  Sure you send them a letter, or produce a radio or TV program, but really – what’s in it for them? It’s no wonder so many are struggling these days with fundraising. Want to turn things around?

Start educating your donors. 

And I’m not just talking about teaching them how to give more. I’m talking about teaching about what the need is, how your organization is meeting that need, why it matters, and why you need their help. Make them more educated about the hunger, poverty, sex-trafficking, clean water, education, evangelism, homeless, or whatever your cause is.

Because once they get educated, they get passionate, and when they get passionate, there’s no telling what they’re capable of doing.

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5 Comments

  1. There’s an old saying that I hear – I forget.  I see – I remember.  I do – I understand.  Phil nailed it.  The more we can engage our supporters through actual participation, the more they will pray, volunteer, give and speard the word about what we’re doing.  I always cringe when I read a donor appeal that asks people to “help them” with their cause.  It should be a partnership where we are all working together for “our” cause.  The more a ministry can position itself as an extension of the donor, the more it will grow.

  2. No sure it is as much about education as it is engage them in what they care about…folks are interested in what they are interested in. No amount of “education” will change that. The key is to have a relationship with your donors, be “listening” to them by how and what they respond to, and give them more of that. Right offer to the right person …we do it in real life. No reason not to in direct response.

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