This week I’d actually planned to write about an entirely different topic. But when my inbox got flooded with Mother’s Day Appeals, I knew I had to talk about them.
HOLIDAYS AND OTHER SPECIAL OCCASIONS MAKE AWESOME FUNDRAISING OPPORTUNITIES
Everyone in the fundraising arena has probably written a year-end appeal. It’s that letter where you reach out to donors “in the spirit of giving,” and ask for donations.
As fundraisers, we are capitalizing on the “season of giving,” to raise money for our causes.
And donors have become used to it.
They are asked to give at the grocery store, outside shopping malls, even in pet stores…and don’t even get me started on social media.
But there are other occasions that can be taken advantage of, for fundraising purposes.
It can be anything from an organization’s birthday, anniversary, or nationally recognized holidays.
These “special occasions” create a perfect opportunity for fundraisers to ask for donations.
HOW TO USE THESE SPECIAL OCCASIONS EFFECTIVELY
But if you are going to take advantage of one of these special occasions, there are a few things you need to do to create a successful appeal.
- Form a link between the occasion and your cause
- Use that connection in your subject line
- Create an offer that includes the connection
But what do I mean by form a link? It means that people need some kind of connection between the cause for which they are supposed to donate and the event that is being celebrated.
A great example is when someone holds a birthday fundraiser and they ask people to give to the cause in lieu of birthday presents. So your donation on that person’s birthday is being made because that person is passionate about that cause.
But there are other times when we use a donation to a cause in lieu of a gift and the link between the donation being made and the special occasion isn’t quite so clear. That’s when fundraisers need to take extra care to make the connection between the two.
And some fundraisers do it better than others.
Lets look at some of the examples that filled my inbox the last few weeks.
GREAT EXAMPLES OF APPEALS THAT MAKE A STRONG CONNECTION
This special appeal from Ocean Conservancy makes a great case for why Mother’s Day is a perfect time to donate to the Ocean Conservancy.
Throughout the appeal the writer shows that marine animals care for their babies in much the same way that human mothers do.
They nurture and protect their young just as passionately.
And since Mother’s Day is all about celebrating the care and nurturing a child receives throughout their lives, it seems like a perfect time to honor one mom, by helping another.
But there is still one more step the writer needs to take.
How does donating to Ocean Conservancy help these marine animal moms?
It only takes one sentence.
“Your support will strengthen our ocean and the beautiful relationships forged there each and every day.”
In essence the writer is saying that by donating to our cause you are ensuring that marine animals have a safe and healthy environment in which to raise their young.
This all makes for an effective and lovely Mother’s Day Appeal.
JUST AS STRONG BUT DIFFERENT
Here is another example of an organization that successfully capitalized on Mother’s Day, for its fundraising needs. But their message wasn’t as covert.
Red Nose Day is an organization tasked with ending child poverty, by keeping children safe, healthy and educated.
Red Nose Day’s appeal is all about the link between mothers and children.
And not just their own children, but all children.
The writer uses the bond between women and children everywhere, to form the basis for this appeal. Every child can use the love and nurturing of a mother.
So what could be more appropriate than honoring your mother by supporting a cause whose goal is to help children in need.
The writer evokes gratitude in the reader by referencing how their mother kept them safe and healthy.
While the connection between the occasion—Mother’s Day—where we honor moms that care for their children, and the cause—helping children in need—is fairly straightforward, it still makes for an effective and lovely, appeal.
JUST BECAUSE IT’S CUTE DOESN’T MEAN THEY’LL DONATE
As often happens, some of the Mother’s Day appeals in my inbox missed their mark.
The following appeal from World Wildlife Fund didn’t form enough of a connection between the organization and Mother’s Day.
But don’t take my word for it. See for yourself.
The subject line certainly could have used a little more punch to grab attention.
But most likely, the writer was relying on the cuteness factor to draw in donors.
And while their photograph is adorable, I think they depended too much on it in this appeal. Yes the orangutan babies are precious.
I know I let loose with a great big “awe.”
But is that enough to get someone to donate?
They are relying that I will buy their e-cards just because they are adorable. But what about the obvious link between these animal mothers and our own.
It wouldn’t have required a lot of work on the writer’s part to carry this message one step further.
Something like, “By celebrating your own mom with a donation to the World Wildlife Fund, you are helping ensure the wellbeing of moms and babies, everywhere—even in the wild.”
Quite frankly I kept thinking I must have missed a page of this appeal.
But I didn’t.
This was it.
I think the WWF relied too heavily on the adorable factor for this appeal.
ANOTHER ONE BITES THE DUST
And unfortunately, the National Audobon Society didn’t do much better with their Mother’s Day Appeal.
It’s not a very effective way to start an appeal.
And, it doesn’t even matter that the appeal gets stronger in the next section of the appeal. Because, the reader has to scroll to the next screen to see it.
And people hate to scroll.
Unless you’ve presented such a compelling story that you already have them hooked.
But a box that says “Make Mother’s Day extra special. Adopt a bird and send an instant e-card,” probably won’t do it.
Nor will a box with a list of instructions to follow.
Which is what comes next in this appeal.
That’s right, I said instructions.
Now lets assume the reader keeps reading.
As I said, the appeal gets a little better in this next section. But that’s if the reader gets this far.
And even then the writer never really makes a strong link between adopting a bird and Mother’s Day.
Aren’t birds mothers? Don’t they spend an inordinate amount of time building nests for their babies and sitting on eggs?
How hard would it be to make a connection between the time and effort a mother bird extends on behalf of her babies, and that of a human mom?
WHY BUILDING A CONNECTION BETWEEN THE OCCASION AND THE CAUSE, MATTERS
But why does all this link building matter, anyway?
Because when we donate to a cause we act on emotion and we justify our donation using reason.
We are moved by images of wild animal babies, of children in need, of a planet that could use more of Mother Earth’s, TLC.
But as fundraisers, we need to make sure we are also providing that rationale for the donor that lets them feel good about their donation.
That in the end makes them say, this was a perfect way to show my mom how much I love her.