How much time do you think your donors put into researching before giving donations? Do they make flow charts? Diagrams? Are there bar graphs involved? Pages of research?
Or do you think they operate more of a “my friend works for this cause, I think it’s called so-and-so, I’ll probably donate to it this holiday season?”
That’s the difference between thoughtless and thoughtful donors. The first puts thought into the donation process and the second gives spur of the moment. Neither is wrong (although “thoughtless” has a negative connotation, I merely mean it as a description of the amount of time put into prior research).
Now, if your nonprofit is like most organizations, you have both. And appealing to both requires a combination of marketing approaches.
Here are some campaigns that would resonate with thoughtless donors—they are emotionally driven, quick to digest and provide fast ways to give:
And below are a few marketing materials that would appeal to thoughtful donors—they require a more in-depth look and provide some statistics and information on why donating to their cause is the the best choice:
‘Thoughtful’ vs. ‘Thoughtless’ Giving [Philantopic]