Compare these two stories:
1. Meet James. James comes from a lower-income, inner-city family with no history of academic success and no good role models. Within 5 years, there is a better-than-average chance James will drop out of school, get in trouble, and sink further into poverty. Odds are he will never progress academically or economically. Our organization is trying to help the James’s of the world. Please become a donor to help us help the Jameses of this world.
2. Meet James. James comes from a lower-income, inner-city family with no history of academic success and no good role models. Three years ago, James’s future looked bleak. But we were able to get James into our reading/tutoring program. And now, James is graduating from high school and starting college in the fall. And it is dollars from people like you that helps us help the Jameses of this world achieve all they are capable of achieving!
Which story do you find more engaging? The story of trouble, woe, and pity? Or the story of success and achievement?
Over the years I have advised many great not-for-profit organizations about customer/donor relationships and market positioning issues – and have been fortunate enough to serve as board president and PR committee chair at a great Houston-based not-for-profit (The Center).
During that time I have developed some strong feelings about certain issues. One of them is this: It is more effective to position your organization as one that fosters achievement and growth rather than one that tries to motivate donors by sadness and pity. While people are to some extent motivated by stories that are punctuated with tears and sadness, in my opinion many more are motivated to help change and improve those situations. They want to be part of the solution.
That’s not to say that positioning that dwells on the negative doesn’t work – or is even sometimes more appropriate. But, in general, I have come to believe that people are more motivated by stories or success and achievement. They want to contribute and be a part of a positive vision rather than simply helping an organization that wallows in pity.
So, my advice to not-for-profits is to pull out those stories of success and focus on them. Tell prospective donors (and also those you plan to serve) not just about how bad things are – but how you work to make a bad situation better; how you succeed. That’s what I think donors want to be a part of!
IDiscover Journal 