September 2003

Q: In the field of marketing, fear is recognized as one of the most potent motivators — particularly fear of loss. And I can see how some organizations (such as those fighting cancer or heart disease) can use fear effectively. But what, in your experience, are the other potent motivators?

A: Another frequently used motivator in direct mail fundraising is actually an emotion that frequently results from fear — anger. Anger over injustice, corruption, discrimination, or even what others may perceive as appropriate change. That's why many direct mail appeals include reply devices that are petitions or post cards that one sends off to elected officials or corporate bigwigs. Anger works in direct mail fundraising because it is an emotion that, by its nature, wants to express itself. When we're angry we want to do something, to take some action.

But, in my experience, most direct mail fundraising programs can't sustain themselves on fear or anger alone. For most of us, fear and anger are temporary emotions, and they seldom motivate us long enough and strongly enough to go to the trouble of leaving a charitable bequest to a nonprofit organization. And the ultimate purpose of direct mail fundraising isn't getting high response rates to appeals, but rather acquiring and retaining donors who will stay with your organization over the long haul.

What are some motivators that work with those kind of donors?

One of the most powerful is the desire to be appreciated. I haven't run across many people who feel they hear too many "thank yous" in their daily lives. In focus group after focus group and in hundreds of individual conversations, I hear how much donors appreciate the thank you letters they receive from organizations they support. And, some of those most successful mailings are those appeals that begin by noting the donor's recent gift and thanking her again for her generosity.

Another powerful motivator is the opportunity to leave a legacy, to pass on to another generation our values and beliefs. Those who respond to direct mail appeals are, in most cases, in their 60s and 70s. They want to leave something to their children and grandchildren, something greater than material possessions. The work of nonprofit organizations can be a truly extraordinary legacy.

Here are a few additional motivators at work in direct mail fundraising:

(1) The desire to participate, to be part of larger movement: "When you join with others who share your conviction, you ..."

(2) Community or neighborhood pride: "When you support the Library Foundation, you help make this a stronger community."

(3) A sense of history, of preserving the past: "Your gift will make sure this piece of our city's history is preserved as a lasting monument."

(4) A hunger for information; organizations with newsletters almost always have higher renewal rates and higher average gifts.

(5) Compassion for those less fortunate, a determination to stop the suffering: "Your gift will literally save the lives of children in war-torn areas."

(6) The drive to have an impact, to see something accomplished: "By making a gift now, you will make it possible."

(7) To stay connected, to participate: "Please renew your membership and continue to be part of ...."

Successful direct mail fundraising programs make sure — throughout the year — their donors or members receive mailings that use different motivators, that set a variety of emotional tones. Just like good friends, nonprofit organizations relate to donors at many dimensions.