Your case statement isn’t designed to delight every prospect.
Your proposal isn’t crafted to appeal to every donor.
Your website can’t be created to attract every visitor.
Your direct mail solicitation isn’t written to enthrall every reader.
You shouldn’t be seeking to connect with everyone. That’s a fool’s errand. Far too wide and too broad a goal. Your message will become too complicated and too confusing to matter much to any one.
Instead, you are looking for only some people. The ones who respond, the ones who give, the ones who show up.
Yes, you should consistently research for new prospective givers. But, start, first, with the ones who self-select and are already giving, volunteering, and encouraging.
Ask these folks what they like about your website. Ask these givers why they give. Ask these people why they serve. Ask these individuals to give more. And ask them who they know who might also be interested.
Start with some of the people you already know before spending too much time trying to meet new people.
This article was originally posted on Jason’s Blog in December 2022. To read more, visit www.jasonmcneal.com.
