Every day, donors check their email, open their mailboxes and inside find communications from you and your organization. Far too often, these donors are experiencing a feeling of deja vu. Imagine, after a 15 day trip coming home to find this in your mail.
But wait, you
gave online to all of these organizations, why are they peppering you
with the dreaded number ten envelope? And inside you find long letters
of 2-4 pages filled with underlining and such but you've just come home,
do you have time to even read them? Probably not. And Lo and behold,
inside is a return envelope. What should you do with that when you only
give online with your credit card? This sameness, this lack of
understanding of a donor must stop.
From gimmicks like membership cards that say "display proudly
in your wallet" to address labels and claims of urgency, all of these
tricks make a donor question, "why are they doing this?"
Why are they doing this twice in one month? You see it makes us
all seem the same. It lumps us all into one very crowded bucket of
organizations who ask ask ask. And where is the pile for the donor of
the thank yous? Let me show you a photo of that.
Yup, that's right there
isn't one. Because our sameness requires us to act like everyone else
and not do that because it doesn't generate revenue.
How do we combat sameness? What's the point of being different?
Well if you listen to luminaries like Seth Godin in the Purple Cow or
Adam Grant in Originals, being different is our competitive advantage.
It's what sets us apart and motivates others to follow and join our
What if every day you did something out of the norm to honor
your donors? What if Every time sameness occurred at your organization
you questioned the status quo, on behalf of your donors? I know this
seems bold and a bit like a joke, but why not? What do you have to lose?
At least if you did something different, you wouldn't end up in a pile
That's 37 pieces of mail in the last 3 weeks.
Take a risk, take a chance, today's the day to start being
different. Embrace different, shun conformity and understand that you an
make a difference today. What are your thoughts? How do you combat
sameness at your organization? What prevents change in your shop?