Another day, another idiotic Top 5 list, this one purporting to identify marketing trends in philanthropy. As it turns out, the list actually identifies what its author believes to be methods of fostering planned giving. Faced with this basic lack of clarity, the Nonprofiteer refrains from making snarky comments about the content. Instead, she translates it into English.
[N]onprofits in the new year [are] advised just to be themselves. “People expect exaggeration in marketing. They don’t expect a matter-of-fact voice that addresses people’s reservations about buying or donating,” says [someone getting paid for spouting content-free advice, who]. . . . calls this first trend “humanvertising” . . . . [and] suggests a pitch might go like this: “Your gift won’t be used to pay the utility bills or marketing expenses. It will be used to advance our important mission through remarkable programs such as…” “Humanvertising,” as opposed to the messages nonprofits so frequently direct at paramecia and ferns. From context the word appears to mean, Sound like every other agency; pretend not to have any operating expenses.
Story Superpowers: “Nothing can generate emotions or stimulate behavioral responses like stories,” [genius] says. And, he says, these stories need to be not only educational, but also inspirational. Mention that you serve people and they benefit.
Photo Assembling: “Photos are an evolutionary preference for consuming information in a short amount of time[.]” A picture is worth a thousand words.
Crowdsourced Inspiration: “For 2013, you should ask more of your dedicated supporters,” [he] says. “Ask them for their voice.” When you want money, ask for advice and pretend to listen.
Stigma-Free Singledom: A record 100 million Americans are not married. . . . So why are singles almost ignored in the [planned giving] world? People without families are losers but they also have nowhere else to leave their money.
Now, aren’t you better off for knowing all that?