How many times does someone need to see your “brand” before they’ll donate to you?
In private sector marketing and advertising, they’ve discovered the answer.
It’s well understood most prospective customers need to hear from you 8-12 times before they feel comfortable giving you money. Some are unwilling to buy before they’ve seen you 16 or even 22 times.
During that time, the prospect needs to come to know, like, and trust you.
The same is true in the nonprofit world.
The majority of your prospective donors:
- Don’t know about you.
- Don’t know what you do.
- Don’t know who you do it for.
- Don’t know if you do it well.
Luckily, there are more ways than ever to meet donors where they are.
Ask yourself:
1. Are you publishing on the social media platforms where your donors are most active?
2. Are you using video marketing to connect with donors “in person” between events?
3. Are you using impact-focused communication that shows how donors change lives?
4. Do the new donors you haven’t met yet have 16-22 opportunities to hear from you?
5. Do your established donors hear from you between asks or only when funds are low?
If your organization has made life better for 22 people, that’s 22 stories waiting to be told.
You could have 22 case studies (well over 22 social posts and emails) ready to inspire giving.
Message me here on LinkedIn to learn about my case study approach.
Greater visibility and impact are within reach.