When “Donor as Hero” is wrong for fundraising

Lots of charities are telling their donors, “You’re a hero!” It’s become the go-to theme for fundraising of all kinds in a variety of sectors. But simply telling donors that they’re heroes falls way short of the goals of donor-centric fundraising. In fact, there are four main pitfalls to this approach:

  • It’s overused. When hero references are everywhere, they don’t mean much anymore.
  • It’s vague. Just stamping “Hero Campaign” on an appeal doesn’t really say anything that connects with donors.
  • It lacks believability. Telling donors they’re heroes isn’t a believable donor benefit.
  • It’s a metaphor not intended to be used literally. Donor-as-hero is often misinterpreted to mean that all you do is tell donors “You’re a hero!” and that makes the fundraising donor centric.

See more about this here. Good direct response fundraising means developing a powerful offer, along with solid donor benefits and realistic reasons to give, not simply adding a label that says, “You’re a hero!”  Click here for more.

 

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This entry was posted in copywriting, donor psychology, fundraising and tagged , . Bookmark the permalink.

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