Driving from North Carolina to Washington, D.C. last week, my old colleague and pal Sharon Swanson (producer of the Elizabeth Spencer documentary among other career hats) and I had plenty of time to talk. About street signs like the one posted below, sure, but also about how nonprofits sometime miss the mark with events and promotions that aren’t in keeping with their brands.
Then this little blurb caught my eye this morning, thanks to The Nonprofit Times:
Individual donors contributed about 73 percent, or $217.79 billion to nonprofits in 2011, out of a total of nearly $300 billion, according to Giving USA. Knowing your donors’ motivations can help you create more targeted asks and get more contributions to your organization. Eric John Abrahamson, Ph.D., outlined seven types of donors in his book Beyond Charity.
- Communitarians give out of a sense of belonging to a community, using their gifts to reinforce collective efforts.
- Devout donors are motivated by faith, adherence to religious teachings, and loyalty to religious institutions.
- Investors view money as a means to create social change.
- Socialites participate in philanthropy as a social activity.
- Altruists see philanthropy as a way to fulfill their life purpose.
- Repayers give out of a sense of gratitude.
- Dynasts are born into families with deeply embedded philanthropic traditions.
Exactly. Individual donors need to be described in terms of profiles that reflect their attitudes and motivations. When I was wearing my corporate marketing hat, we called it psychographics.
So the piece at the top of this post caught my eye. I thought this membership renewal piece was downright brilliant. It appeals to the group of people who define themselves as nonconformists and 99%’ers. It is a great execution right down to the creepy charcoal illustrations, the ironic reverse psychology, and even the use of snail mail to reach an audience that uses snail mail rarely. My son will love it.