If you have figured out what D.P. stands for, you're well on your way to knowing the secret. But I bet you won't guess it in several tries.
Here are some clues ... it's not Data Processing, Displaced Person, Dreadful Plan.
It's Donor Persona.
Build a donor persona for your messages and you'll find you connect with your prospects much more effectively. So what is a donor persona? Very simply, it's "A person" who is your prospect. Not "THE person" by specific name. Think about what are the biggest challenges your prospects face. Try to list them in a few simple phrases. Something like ...
- no time to really research an organization
- unsure exactly what my gift will do
- not feeling wealthy enough to make a difference
I'm sure you'll have other ideas as you think about your experiences. Keep the list short and hit just one or two of the "biggest" challenges, not every possible challenge.
Now you're on the right track.
The next step is to create a story around those biggest challenges. Put yourself into the prospect's shoes ... maybe even compose it as though it's the prospect thinking out loud.
The success comes when you then provide a solution to a big challenge. If you can differentiate your solution from what others are saying or doing, you've hit the jackpot. Just remember that you are thinking as though you are the prospect facing the challenge.
The success comes from the fact that you are talking about how well you understand the challenges that your prospects face when deciding to make a gift. You don't have to have totally unique ways to differentiate your organization. After all, many nonprofits are working on similar issues. You just need to let your prospect know that you understand their challenge.
Back to our examples ...
- we understand that you may feel unfamiliar with our organization, but let's just look a one of our success stories
- if you're wondering what you gift will do exactly, here's how we will specifically use your contribution
- we know some folks feel they don't have enough money to make a difference so why donate such a small amount, so let me tell you how those small amounts provide collective big results
Remember, success comes when your prospects believe that you really understand them and are working with them to achieve mutually beneficial solutions.
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