With this guest post, I'm pleased to introduce Katya Andresen. Katya is the COO of Network for Good and the author of Robin Hood Marketing. I love Katya's ability to help nonprofits focus their marketing and I talk about her in most of my trainings!
Folks, please vaccinate yourself – especially this time of year, as we approach fundraising season. You don’t want:
(also commonly diagnosed as Mission Myopia)
The dangerous habit of putting your mission statement and your needs at the heart of your messages. Get over yourself and focus on your donor and the difference she can make in the world! This isn’t about you. It’s about what your supporters can do through you.
Field of Dreams Syndrome
The wrong-minded assumption that supporters should be expected to find you – and interact with you – on your website. Don’t build a fan page or donate page and expect them to come. Go to where they are online. As I like to say, if there’s a community of people congregating online to discuss the fact they were struck by lightning (www.struckbylightning.org), there is surely a community that cares about your cause already self-organizing out there somewhere.
If you imagine more information is better, stop. Information alone does not prompt action. Spend less time innundating your supporters with facts and more time moving them with short stories and authentic engagement. Too much of anything – especially passive information – is bad for health and sanity. Less truly is more.
Give your year-end marketing a check-up to make sure it's not afflicted by these diseases!