So pull up a chair, pour yourself a coffee and let’s talk about it.
It doesn’t matter how great a job you do fulfilling your mission or what chaos would ensue if you closed your doors; there are people who just don’t care about you. There, I’ve said it, how does that make you feel?
If you spend your energy trying to convince people who don’t care about your cause to get on board you’re going to get really tired.
One day, a couple who had never supported the organization I was working for, walked into my office and said, “We would like to donate $10,000 and designate it to one of your children’s programs.” To be honest, my brain was reeling to find a way to connect their money with our organization. Hard as I thought, we worked with only adults and I finally told them so.
I didn’t stop there, I googled organizations that worked with children and recommended three that I personally knew did great work in their area of interest. I wrote down the contact information for each of the organizations on a piece of paper and handed it to them. They thanked me and left.
When you try to convince people who don’t care about your cause…
- you run the risk of mission drift; trying to bend what you do to fit what they want to support
- your message becomes diluted and wishy-washy
- you contribute to overall donor fatigue
When you focus on people who care about your cause…
- you and all your stakeholders know who you are and what you do
- you have a clear, concise message with a strong call to action
- you have more time to actually fulfil your mission.
In the bigger picture, it doesn’t really matter where someone gives as long as they’re giving somewhere. There are many worthy causes out there, why not be the agent who connects a donor to the cause that resonates with their heart?
The couple mentioned in the story above came back the following year to make a one-time $10,000 donation. Why, you ask? Because they were grateful for the heart-connection we had helped them make the previous year.
Why is it important to, and how can you connect people with their passion when they don’t connect with your organization?
What things can you do today to engage people who already care about your cause and your organization?
The purpose of The Other Bottom Line is to facilitate discussions that will help us all to better engage with our communities. Your participation and feedback are most welcomed and valued. Please join the discussion below.
- Find and Attract the Audience You Want (dennisfischman.wordpress.com)