Why do fundraisers leave their brains at the door when they go online?
I read the following newsletter article from NFPSynergy.net, a UK based NFP focused research consultancy, and thought it was right on the money. In fact, a lot of what they say seems to be. It’s no secret that the web is the starting point for all marketing and communications plans/efforts. NFP’s that master the art of storytelling and (prospective) donor engagement online will be sure to make great strides towards achieving their mission.
I can still remember the first fundraising appeal that moved me. I can remember where I was when I opened it and I can remember what it said. It was an appeal from the Head of Emergencies in Oxfam at Christmas 1987. He described the emotional and moral challenges of going to visit emergency situations, where children died in his arms, and then returning home to face the materialist world of Christmas. When will we say ‘enough is enough’ was his call to action.
I can also remember signing up to Shelter at 5pm on a long hot July day for a face to face fundraiser who said he had signed up one person so far that day and it was his birthday. I can remember my mother (a sheep farmer) telling me how she had gone into her building society the day after an early Red Nose day and declared that she wanted to buy a goat for £50 for some pastoralists in Africa.
