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.