Just like any business, not-for-profit organisations need money to survive. With the needs of the community often more than any charity can service, funding never stretches quite far enough and finding new benefactors is an ongoing challenge.
I love the change we are seeing in the terminology used in the sector, reframing the perspective from ‘non-profit’ to instead focus on ‘for purpose’. This subtle shift gets people thinking about charities in a whole new light and transforms the perception from ‘needy’ to ‘deserving’ pretty quickly. Think about your purpose and create a strong message about the positive work you are doing in the community – this is your product. This is what people are ‘buying’ with their hard-earned cash via donations. It’s not enough to simply show people where their money goes through videos and imagery. Think about ways they can actually get involved and see the benefits of their donation firsthand, whether it’s an event, thank you letter or symbol of recognition.
It’s time for an experiment. Ask someone nearby about the last thing they bought, and why they chose that particular product or brand. Chances are their reasoning will come down to an emotional response rather than black and white features and benefits. Tapping into an emotional response is all about finding the story to trigger it. While most people focus on telling the story, the real cut through is when a story can be easily and actively shared. When crafting your communications, think beyond the viewer, reader or participant, and give them something to share – whether that’s a staggering fact, inspirational outcome or incredible experience.
The number of ways we can now make purchases compared to even five years ago is astounding. Tech companies have revolutionised the ease of purchasing for consumers across the globe, and not just for fun – but because it works. From digital wallets to Instagram shopping, people literally have their money at their fingertips and can make payments with a single click (or more likely, a tap). “But I’m not a retailer” I hear you sigh. Good news! These tech advances aren’t just important to retail; they show consumer trends relevant to any industry that has something to sell. Are you using tap to shop links for your charity’s merchandise and event ticket sales on Instagram? Can regular donations be set up via a stored credit card online? Could you allow big ticket symbolic donations, like tables at a gala dinner, to be paid overtime with Afterpay? In short, how can you adapt to trends and make it easy for donors to spend their money?
These are just a few ways charities and ‘for purpose’ organisations can be getting more bucks for their bang. Contact us to learn about more ways to drive donations through your next communications campaign.
To learn more about P4 Group and the results we have delivered for our clients over the last 25 years, visit www.p4.com.au.