The 5 Stages of Donor Awareness

Here’s a new way of appealing to your donors based upon how much they know about your organization:

Phase 1- If the donor or prospective donor is unaware of the social problem you solve, use storytelling, data, and educational content about the issue, not about the great work you do. For example, “Did you know that each day in Chicago’s inner-city schools, 25 of every 30 elementary students have had no breakfast to begin their day?”

Phase 2 – If the donor aware of the problem you’re trying to solve, but is unaware of the potential solutions, share outcomes and benefits of solving the problem. For example, “Your gift of X will do A,B, & C.”

Phase 3 – If the donor understands the solution, but is unaware that your organization can provide that solution (with the donor’s support), introduce your mission and exactly how you would use their support to address and solve the current issue at hand.

Phase 4 – If the donor knows the solution, but isn’t sure it’s the one they want to support, provide impact data for proof, participant testimonials and  reason(s) why you’re uniquely qualified to best put their donation to optimal use.

Phase 5 – If the donor is someone who is a loyal supporter, but just needs to know when and how much to give, keep messaging concise, make the ask, and explain how their gift will be used.