- Alan Clayton om hvorfor det er så viktig å finne 'the Why'
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Hvorfor? Hvorfor skal jeg gi en gave til din organisasjon? Hva skjer om jeg lar være? Om ikke du kan svare kort og konsist - og kjapt, på slike grunnleggende spørsmål, hvordan kan vi da forvente at giverne responderer? Ofte svikter det grunnleggende i giverpleien.
T: Alan Clayton
It always comes back to ‘The why?’.
Let’s start with why – The why? – is so important. Cost effective marketing has moved from broadcasting a message to being a conversation. Using this approach, or mindset, recognises we are all now a channel.
Much fundraising still focuses on the transaction – how to get money out of me. It’s probably why the message is all about what we do, not ‘The why?’. It’s why fundraising can be seen to be too pushy to achieve its aim of getting me to give. And if I have a bad experience too bad, just line up the next person to ask.
Fundraising now needs to inspire people to tell your story because individuals are now a channel. Do this well and they will remember you, recommend you, and you will be talked about more. And this opens doors to other donors and funders leading to far greater sums – because people are connected more than ever before. And of course the story is better coming from them (not the charity).
What gets people talking? It’s the experience they have. Amazing customer service, poor customer service – whether it’s in a restaurant or buying online, enjoying a really good book or film, the joy, or frustration, you get out of using a new device or piece of software. The same principles applies to supporting a charity. What experience does your charity give when people interact with you – on the phone, in a charity shop, face to face, online? What will people say about you.
To benefit from individuals as channels in themselves fundraising needs to focus on the experience not the transaction.
The experience you have really matters. To be an experience it’s done with you not to you – so you need to build in participation with what you do. The why instantly makes you feel part of something – a higher purpose. It helps give us meaning.
Armed with ‘the why?’ people have a reason to talk about you. By building the story of why you do what you do with your supporters you will make them feel part of it. It engages them. It doesn’t have to be a complete story that people want to hear or tell either – that’s because they want to be part of the change you are trying to achieve (to be part of the story). Marketing is now about creating conversations. So what are the stories you and your supporters are telling that others can spread? They need to be consistent stories not different stories emanating from different parts of the organisation. They need a thread that joins it all up. Where does that thread come from? You guessed it ‘The why?’.
As well as delivering a great experience and engaging people you need them to remember you. If an experience is emotional it is remembered.
Emotional + memorable = reason to talk about you.
How do you make things emotional? Emotion is always a key part of ‘The why?’. «The Big Picture is always an emotional point of view. The detail is logical» I once heard from a talk by fundraiser extraordinaire Giles Pegram who led the NSPCC Full Stop campaign. And of course the big picture has to be about delivering your mission or ambition. Er … the why again.
To deliver on the three E’s of Experience + Engagement + Emotion – you need ‘The why?’
Go find it.