It’s only natural.
Someone asks to learn more about your organization.
Slightly unprepared, you start by explaining the things that are most concrete. The things you do. The things that can be seen.
You discuss your programs and rattle off a list of services. But before you know it the person you’re speaking to is no longer making eye contact.
Their eyes glaze over and you realize you’ve completely lost their attention.
What went wrong, you wonder. They asked, didn’t they? Why weren’t they interested in your answer?
As it turns out, you’ve made an all-too-common mistake.
You started out with the features of your nonprofit when what the person really wanted to know was the benefits.
I see nonprofits struggle with this all the time. After all, benefits are not always tangible. An emotion can be a benefit for crying out loud.
Yet, it is essential that nonprofits have the ability to articulate the benefits of joining their cause.
This is especially true when it comes to fundraising appeals.
It’s not enough that your heart is in the right place. It’s not enough that there are people in need. And it’s certainly not enough to explain all of the intricate details of your solution to the problem.
People need to understand the benefits.
Without a clear understanding of the benefits of their potential contribution there is no way to assess the value of the contribution. How can they know if it is a good investment?
Today I want to clarify the difference between a feature and a benefit and give you examples that will help you identify and better articulate your own benefits.
I’ll also give you my number one tip on how to use features and benefits to make your fundraising appeals more effective.
Let’s get into it… [click to continue…]