The percentage of consumers in the U.S. involved in a philanthropic cause fell from 60 percent to 53 percent between 2010 and 2012, the only country in the world to show a drop, according to recent surveys. At the same time, the number of non-profit organizations in the U.S. increased to an all-time high of 1.5 million.
In a weak economy, consumers have less time and money to put toward societal issues. Charity starts at home.
It’s mission critical for non-profits organizations to tell a story that resonates with and motivates potential donors and volunteers to choose to engage with them. There are many choices.
The most effective messages are clear, crisp and affect the head, heart and hands equally well:
- Head — the message has to be strategic and focused.
- Heart — the organization has to stand for something larger, more important than itself.
- Hands — there has to be a clear and easy way for volunteers to engage.
Capture and tell your story well. It will affect what people think, feel, say and do when it comes to engaging with your cause and becoming a part of your story.