If only your work was so inspiring, so important, that someone would come upon your website or your mission statement and decide to donate on the spot. Sorry. That unicorn is fictional. These days, donors require a courtship. They expect you to pull your weight in what genuinely amounts to a relationship. Think that sounds … Continue reading 6 easy ways to turn someone into a donor
Listen, we all know what’s going to happen when we’re approached by an environmental organization. And what’s worse, we know you are probably using some specific tactics to make me ACT NOW. For the savvy prospect, here are the urgency methods we’re likely to see right through. These also happen to be my personal top … Continue reading How URGENT marketing is ruining environmental communication
“What’s in it for me?” Faced with any kind of decision, we’ll answer that question. The human mind has highly evolved decision making skills. You can bet that regardless of how high-achieving your mission is, your average donor is still looking for a really excellent answer to the above question.
Like a lot of people, I shudder at the word “sales.” But as a child, I do remember one moment where the thrill of the sale was worthy of a good squeal. Even at the tender age of 7, I knew people didn’t come to the grocery store to buy Girl Scout cookies. Their agenda was to … Continue reading What a few little girls selling cookies can teach us about “selling” the environment.
The recent election has given environmental supporters an uphill battle. But, uphill battles are excellent rallying calls.
An email arrives in your inbox. It has a gripping headline and you’re familiar with the sender. So, you open the email. You glance at it for probably less than 5 seconds. And delete it. Someone spent a lot of time (and money) creating those words, selecting images, choosing which email list to send it to. Then … Continue reading Lean In, or Lead In? How a few sentences can make or break your message.