Have you ever had a donation request or fund-drive fall flat?
There’s a reason for that.
You may have missed at least one of three proven dimensions of an effective ask.
The technical terms for these are cognitio, mysterium and expecto. Engaging two out of three is not good enough. You need all three for a fighting chance for heartfelt support.
If you know the difference between watching black-and-white TV and a 3-D IMAX movie, you’ll get what I’m talking about
Cognitio
Every ask should be abundantly clear as to what your nonprofit does. And the donor needs to know how you do it differently or better than a hundred other nonprofits. Right off the bat, you must provide solid reasons for the donor to part with his money and to invest in your initiative. Persuade the potential supporter why your cause is important and how it will make the world a better place.
To be successful in the cognitio dimension of fundraising, it is helpful to have statistics to back up your claims. Stats beyond belief, however, raise red flags. Facts on the need for your nonprofit, as well its accomplishments, speak volumes. And show me some charts.
Prove to me that your nonprofit’s efforts are worth my precious time to consider.
Mysterium
Facts alone, however, are like watching TV in black-and-white. As odd as it may sound, few will write a check because there’s ample reason and evidence to do so. They need to sense deep within they should get on board. Donors have to empathize with the mission. There’s a certain-can’t-put-your-finger-on-it-something–mysterium–that switches on when a gift is produced.
One of the best ways for a potential donor to turn on to your nonprofit is through stories. Illustrations of real people, with a real need, that their gift can meet. Pictures of your nonprofit’s work can dramatically strike a cord and move a donor to join your important effort for good.
At the end of the day, a donor has to be touched deep down by your vision. If I’m not moved by your cause, no matter how compelling the facts are, my checkbook stays in my pocket. Mysterium means that all the information in the world won’t convince me to give unless I sense the Spirit moving in a mighty way.
Expecto
You can hardly imagine more that a donor needs than the right information and that undefinable feeling for forking out a gift. Well, color TV beats black-and-white, but there is another dimension that is vital to employ for the IMAX effect. Expecto refers to the hope that the donor has that the gifts will actually do what you say they will do.
This hope can be kindled by sharing exciting, attainable, but challenging goals the gift will accomplish. Outcomes are chief in mind for today’s donors.
In some way they should experience those outcomes–get them involved in your nonprofit somehow. That can mean to give me a tour of your facility, introduce me to volunteers and staff, invite me to serve on the board or a committee, ask me to join you on the field where real people in need are getting real help because of your nonprofit. That’s expecto.
With cognito, mysterium and expecto you’re broadcasting in 3-D and ready for the ask.
Not a Formula!!
Be aware: these three dimensions are not a three-point pitch or slick recipe for success. They are three dimensions that are dynamically interwoven throughout your presentation. A three-strand cord is not easily broken. If one prong of the fund-raising electrical cord is missing, however, you lose the connection and donor appeals go dark.
Woven together, your power-filled appeals for partnerships at the right time and to the right person will ignite IMAX-like wonder and help real-life hurting people receive what they desperately need.
Copyright (c) 2016 North Star Ministry Consultants, LLC