A Masterclass in Marketing: Lessons from the Virginia Governor’s Race
The recent Virginia governor’s race provided more than just political insights; it served as a masterclass in marketing, showing how understanding human behavior can influence outcomes. It’s a case study worth examining for anyone involved in fundraising or leadership. The Model of Human Action As we’ve discussed before, Ludwig von Mises’ Human Action Model provides three key requirements for people to act: Dissatisfaction with the present state of affairs A vision of a better state Belief that we can reach that better state In the race, Republican candidate Glenn Youngkin tapped into each of these effectively. From addressing parents’ dissatisfaction with school policies to offering a vision centered on individual freedoms, Youngkin’s approach fit perfectly into this model. By contrast, his opponent, Terry McAuliffe, leaned more on creating fear around his opponent rather than offering a compelling vision for the future. Without that vision and belief, McAuliffe couldn’t energize voters in the same way. Framing the Narrative: Autonomy vs. Control Youngkin mastered the framing of his campaign as one offering “autonomy” in contrast to the “control” his opponent supposedly represented. A powerful insight from one of our readers highlighted this framing, emphasizing the psychological pull of giving people the freedom to make decisions for themselves and their families. The Day-One Plan: Belief in a Path Forward Youngkin didn’t just outline the problems; he presented a clear “Day One Game Plan” that reassured voters he had a strategy for moving Virginia forward. This plan solidified the belief that his vision for a better state was achievable, completing the Human Action Model. Applying the Four Horsemen of Marketing Youngkin’s campaign also provided a textbook example of what Richard Viguerie refers to as the “Four Horsemen of Marketing”: Positioning: He positioned himself as a political outsider and a successful businessman who could bring real change. Differentiation: Youngkin consistently appeared as a problem-solving figure dressed in business-casual attire, a sharp contrast to the political class. Benefit: His campaign emphasized the tangible benefits voters would experience, from lower costs to more personal freedoms. Brand: Through consistent messaging, Youngkin built a brand that portrayed him as a level-headed leader voters could trust. Mastering Effective Marketing In short, this governor’s race was a masterclass in marketing. Youngkin didn’t just win votes; he built a connection with people by aligning his messaging with fundamental human behavior. For fundraisers and leaders alike, these are lessons worth applying to your own work.
Do You Like November?
For many, November is one of the most nostalgic and heartwarming months of the year. Nestled between the spooky thrills of Halloween and the festive rush of Christmas, November carries its own special charm, evoking memories of tradition, reflection, and gratitude. From Election Day in early November to the later crisp, bright days of “Indian Summer,” there’s something magical about this month. The cool nights and warm days, the vibrant leaves falling all around—these moments remind us of fun family outings, football games, and the warmth of gathering around an outdoor fire. And then there’s Thanksgiving, a time to pause and truly appreciate our blessings. For more than fifteen years, I’ve asked readers of these Fundraising Tips to share their favorite Thanksgiving memories, and with your help, we’ve always “crowd-sourced” the winners through voting. I must admit, this tradition almost didn’t happen last year, but readers made it clear: “Don’t you dare cancel it!” The overwhelming response reminded me just how powerful nostalgia can be, not only in our personal lives but also as a tool for storytelling in our work. The Power of Nostalgia Did you know that warm memories from past Thanksgivings can actually enhance your enjoyment of the present celebration? We’ve discussed this idea before—the positive emotions associated with memories can often be even stronger than the event itself. Martin Lindstrom, in his book Brandwashed, calls this phenomenon “rosy remembering.” According to research cited in Scientific American, nostalgia can elevate mood, increase self-esteem, and strengthen relationships. In short, tapping into past experiences can contribute to our overall well-being—and it’s something you might consider incorporating into your own storytelling, especially in your marketing and communications strategies. Your Thanksgiving Memories I invite you to share your favorite Thanksgiving memory with our community. Whether it’s funny, heartwarming, or inspirational, your story could be the highlight of someone else’s day. If you’d like to participate, simply email me your story, and I’ll include it in the annual Thanksgiving contest. And, of course, there’s a prize: the first-place winner gets to choose three books from the Fundraising & Marketing Library or a $75 dining gift certificate. The runners-up will also receive a book of their choice. As you reflect on your favorite Thanksgiving moments, remember that your memories not only offer a glimpse into the past but can also inspire others and enhance your future celebrations. Through this process, I hope you relive warm memories that will make this Thanksgiving even more special.
May I Have Your Vote?
As we enter the season of gratitude and reflection, I’ve got a small favor to ask—something that could be a quick but meaningful contribution to our shared community. It’s about selecting the winner for this year’s Favorite Thanksgiving Memories contest. For many years, readers like you have shared their heartwarming and often nostalgic Thanksgiving stories, and it’s become a tradition that adds a special touch to the season. This year is no different, and we have four incredible submissions that highlight the beauty, humor, and emotion of Thanksgiving. Now, I’m asking you to vote for your favorite. Your choice will help decide which story takes the top spot! Here are the four stories. Take a few minutes to read through them, and pick the one that resonates with you the most. Story #1: Thanksgiving in Bavaria A tale of military life, newlywed challenges, and a creative Thanksgiving dinner in a small Bavarian village. The narrator recalls hosting eight young soldiers, despite limited kitchen space and unfamiliar appliances, and the joy that came from making them feel at home far from their families. Story #2: Football and Family This story paints a picture of Thanksgiving where football is at the heart of the celebration. The writer connects the coordination and excitement of family gatherings to the teamwork and strategy of football, creating a nostalgic look back at childhood and family bonds. Story #3: Three Thanksgiving Miracles A deeply moving account of a family navigating autism and cancer, filled with unexpected blessings that turned difficult Thanksgivings into miraculous moments of connection and healing. It’s a story of resilience, love, and the strength of family through unimaginable challenges. Story #4: Oma’s Thanksgiving Table In this touching story, a mother’s tradition of inviting diverse guests—those with differing opinions and backgrounds—to Thanksgiving dinner becomes a lesson in love and acceptance. The writer reflects on how these gatherings, once a source of tension, eventually became treasured memories and a guiding principle for their own Thanksgiving celebrations. Which of these stories speaks to you? I’d love to hear your vote. Your input is invaluable, and it’s a great way to celebrate the spirit of Thanksgiving by connecting through shared memories. Thank you for taking the time to vote and for being part of this wonderful community. Your feedback helps make these annual traditions so meaningful.
Drumstick Roll… We Have a Winner!
For the First Prize in this year’s Favorite Thanksgiving Memories contest, the readers have spoken! A big congratulations to David Ridenour for his heartfelt story titled “Three Thanksgiving Miracles.” His touching narrative resonated with many, earning him a solid plurality of votes. The response to this contest has been tremendous, with over 2,000 Tips readers participating. Readers like Rachel Guy from Australia shared that the story “broke my heart and then mended it back together again.” David’s personal journey with his late wife, Amy Moritz Ridenour, and their experiences of grace, loss, and family connected deeply with those who read it. Amy, who passed away in 2017, was a significant advocate for conservative causes, and many of you knew her or her impactful work. David, now serving as the president of the National Center for Public Policy Research, honored her memory beautifully through this Thanksgiving reflection. Runners-Up and More Stories of Gratitude While David’s story took the top prize, there were several other submissions that captured the essence of Thanksgiving in beautiful ways: Jerry Linzy’s story about his first Thanksgiving with his wife in 1967, spent in Bavaria, earned him second place. His account of military life abroad resonated with readers, particularly in how his wife rose to the challenge of celebrating Thanksgiving with eight soldiers far from home. Kerri Vaughan’s story reflected the heart of Thanksgiving: opening her home to friends with diverse backgrounds and viewpoints, creating meaningful conversations around the table. It was a reminder of how family traditions, even those shaped by differing opinions, can bring people together in powerful ways. Ben Monat’s memories of Thanksgiving tied to football, family, and the unbreakable bonds created through shared traditions offered a delightful slice of Americana. The Power of Storytelling in Fundraising Thanksgiving memories serve as a powerful reminder of how deeply emotions and nostalgia can connect us. Whether you’re engaging your supporters through shared memories or experiences, the connection is often tied to something personal. As many know from the work of Dr. Tyler Cowen, art and decisions in life are often shaped by what reminds us of our own journey—be it a trip, a childhood memory, or a family holiday. As you reflect on these Thanksgiving stories, consider how you might tap into similar emotions to connect with your donors. What memories or shared experiences can you evoke to foster a deeper connection with your supporters? Nostalgia, when used thoughtfully, can be a powerful tool in your fundraising efforts.
Where Do You Stand on Giving Tuesday?
Giving Tuesday. Are you pro or con? Do you embrace the concept and see rewards for your cause, or do you find it more of a nuisance, struggling to stand out among the noise? Maybe you’re on the fence, not sure whether it truly delivers value. Let’s dive into it. Giving Tuesday is a global movement that encourages charitable giving during the post-holiday shopping period. It was inspired by the idea of tikkun olam—”mend the world”—and has become a powerful force in the nonprofit sector. Large organizations have championed it, but how well does it work for the smaller causes? The Experience of Giving Tuesday Personally, I’ve seen hundreds of requests flood inboxes on that day alone. Some came from organizations I deeply care about and have supported for years. Others? Names that were either familiar or completely new to me. In the end, the sheer volume turned it all into background noise, and it became harder to feel connected to any individual appeal. Does that resonate with you? Your Take on Giving Tuesday What’s your experience with Giving Tuesday? Is it a helpful tool for your organization? Or is it difficult to rise above the noise? The challenge for many nonprofits is balancing short-term giving with long-term donor relationships. Does Giving Tuesday help you build those lasting connections, or does it feel like a one-time spike with no lasting impact? Does Giving Tuesday Actually Work? For many, Giving Tuesday seems to hold value. But does it create a long-term connection with supporters, or is it simply a quick fix in a crowded space? I’d love to hear your thoughts and experiences with this initiative. Whether it works for you or not, your insights could shed light on its true effectiveness in the nonprofit landscape.
Is It Time to Simply Ask, or Lean Into Your Brand?
As we approach a pivotal time of year for fundraising, you’re likely asking yourself: Is it more important to be asking as much as possible? Or is it time to lean into your brand and focus on long-term engagement? The answer isn’t as simple as one or the other—it’s about balance. The Case for Asking Year-end giving is a golden opportunity. Many donors are primed to make generous contributions, whether it’s part of their year-end ritual or motivated by tax considerations. These moments are key for bringing in new donors or re-engaging those who’ve fallen off. There’s no doubt that a generous contribution is always better than none. But how do you turn that gift into more than just a one-off? That’s where leaning into your brand comes in. Leaning Into Your Brand for the Long-Term As the great fundraising expert Tom Ahern points out, the most valuable supporters aren’t the ones you just ask—they’re the loyal ones who stick around. You can acquire new donors, but the key to sustainable growth is transforming these donors into long-term partners. This means you need to focus not only on acquisition but also on retention. As Roger Craver, another direct marketing trailblazer, explains, retention is more challenging than acquisition. It requires analyzing, improving, and consistently nurturing your relationship with donors. That’s where your brand comes into play. Brand is the Ballgame Building a strong brand is about more than just making an ask. It’s about offering a vision and mission that your donors can believe in and join wholeheartedly. Your brand is what makes you stand out, what turns a one-time donor into a lifelong advocate. As Richard Viguerie says, “Brand is your position, differentiation, and benefit all rolled into one. It’s what makes you singular.” It’s what allows you to create a deep connection with your donors, transforming them into full partners in your mission. The Donor Journey: From First Gift to Lifelong Partner It all starts with the ask. But after that, it’s about smart stewardship—expressing gratitude, sharing impactful updates, and keeping them engaged in your mission. Leaning into your brand helps create a meaningful experience for your donors, which drives greater retention and growth. Through calls, reports, newsletters, and personal touches, you can turn first-time donors into long-term partners and even leaders within your organization. What’s the Next Step? As you gear up for year-end giving, don’t forget to balance short-term asks with long-term strategy. Ask boldly, but also lean into your brand. This is what will set you up for sustainable, transformational growth in the years ahead. Want to dig deeper into these concepts? As we move into the new year, we’ll explore how you can leverage your brand to supercharge your fundraising efforts and achieve extraordinary results.
The Power of Vision and Brand: A Franzia Family Story
It’s a tale of bold vision, entrepreneurship, and the power of brand. The Franzia family, Italian immigrants to California in the early 20th century, set the stage for a business legacy that would shape the world of wine—and offers profound lessons for anyone serious about brand building. When Giuseppe Franzia purchased a small plot of land in California’s Central Valley to grow grapes, he probably didn’t envision the global wine empire that would bear his family name. But it was his wife, Teresa, who truly propelled the family into the world of winemaking. At a time when women were rarely seen as business leaders, Teresa seized an opportunity. In the early 1930s, just as Prohibition was ending, she hitched a horse and buggy, traveled 80 miles, and convinced a banker to lend her $10,000. With that loan, she started what would become the Franzia Winery, laying the foundation for the world’s most popular wine brand. Building a Brand That Lasts What made Franzia wine a household name was more than just grapes and winemaking skills—it was brand vision and strategic innovation. Fast forward a few decades to Art Ciocca, the man who would take Franzia to new heights. Art didn’t just inherit a business—he inherited a brand that needed to evolve. And evolve it did, with the introduction of the Franzia Winetap, a boxed wine innovation that redefined wine consumption and created a new category. This bold move catapulted Franzia to the top of the global wine market. What This Means for Your Cause This story is a testament to the power of vision, brand-building, and knowing when to disrupt the status quo. As fundraisers and leaders, you might have the most important cause in the world—but without a brand that resonates with your audience, you’re likely to struggle to gain traction. Your brand is not just a logo or a catchy slogan. It’s the essence of what makes you singular, unique, and indispensable. It’s your position, your differentiation, and the benefit you bring to your supporters—all rolled into one. It’s the foundation on which your success is built. Brand Drives Fundraising Success Art Ciocca, a visionary who transformed Franzia, understood this fundamental principle: even with a great product, it’s your brand that drives growth and success. Likewise, as Richard Viguerie has taught, “Brand is the ballgame.” When your supporters engage with your brand, they aren’t just donating—they are joining you in your mission. They’re becoming partners in your vision. As we explore the importance of brand, consider how you can lean into your brand’s power. Whether you’re just starting out or ready to take your fundraising to the next level, your brand will be the key to unlocking unprecedented success.
Why Is Your Brand So Important?
Your brand is the key to whether you’ll not only survive but also thrive. In today’s world, where competition for attention is fierce, a strong brand is what separates success from failure. In last week’s tip, we discussed the story of Franzia, the world’s most popular wine brand. By embracing an innovation—boxed wine—they created a new category that allowed them to survive and then flourish. That’s the power of a strong brand: the ability to turn a challenge into a massive success by standing out in a meaningful way. But what does this mean for you and your organization? Competing for Attention Here’s a tough reality: your organization isn’t as important to your supporters as you might think. While you’re focused on your cause every day, your supporters might only think of you when you communicate with them, and even then, just for a moment. You’re not just competing with similar causes for attention—you’re competing with everything in your supporter’s life: work deadlines, family commitments, entertainment, personal concerns. So, how do you cut through the noise? The answer lies in making it easy for supporters to understand and value what you do. And that starts with a strong, well-defined brand. The Power of a Strong Brand Take a look at the most valuable brands in the world today. Amazon, Apple, and Google are names we instantly recognize because they dominate their categories. We don’t just know what they do; we see them as the leaders in their fields. The question is: what about your organization? Are you the leader in your field? Do you own a category in your supporters’ minds? If not, you’re at risk of getting lost in the noise. Standing Out in a Crowded Marketplace With more than 1.5 million nonprofit organizations registered in the U.S. alone, how do you stand out? It’s not enough to simply do great work—you have to be seen as the best at what you do. That requires defining your unique position in the marketplace. Next, we’ll explore how to identify your “hole” in the market—what makes your organization unique and truly valuable to your target audience. Finding this space isn’t just about surviving. It’s the foundation for making a lasting impact in the world. What’s your brand’s unique value?
Why Choose You?
In today’s crowded marketplace, standing out isn’t just important—it’s essential. But how do people make decisions about who to trust, support, or engage with? The answer isn’t that they choose the best or the most effective option. Instead, people go for what they perceive is the better choice. This is why your brand is crucial. Your brand is the key to how people perceive you, and ultimately, why they choose you over the competition. The Power of Branding in Fundraising After decades of experience in fundraising, one thing has become clear: successful fundraising flows from successful branding. If your brand isn’t positioned properly in the minds of your potential supporters, your fundraising efforts will struggle to gain traction. The most important step toward successful branding is understanding your position in the marketplace. What makes you unique? What category do you “own” in the minds of your audience? Finding Your Niche Ask yourself: if people were to associate one word or idea with your organization, what would it be? Think about these iconic examples: Band-Aid isn’t just a bandage; it’s become the word most people use when referring to any small adhesive bandage. FedEx has turned into a verb synonymous with fast shipping. These brands didn’t just create products—they created perceptions that made them leaders in their categories. Now, what about you? What is your organization known for? Are you an industry leader in your space? Do you own a particular niche or category? Own a Category, or Create a New One The secret to success isn’t necessarily being the best; it’s about being first in the minds of your audience. If someone else already owns the category you’re trying to dominate, you’re fighting an uphill battle. So, what do you do? Create a new category. If you can’t be #1 in an existing category, define a new space where you can be the leader. This is where real power comes in. Once you’ve defined your space, focus on making sure people associate your brand with that category. The Takeaway: Be Perceived as the Best Your challenge isn’t just to do great work—it’s to make sure people see your work as the best option for them. Position yourself in a way that aligns with your audience’s needs, and make sure you dominate that space in their minds. Your brand is your most powerful tool for creating that perception. Use it to ensure that when people think of your category, they think of you first.
It’s Better to Be First Than to Be Better
Why? Because people go for what they perceive is best, not what actually is. Marketing is about perceptions, not products. This is why being first in a customer’s mind almost always means being perceived as the best. As pioneers like Coca-Cola, Colgate, and Ford Motor demonstrated, being first gives your brand a powerful advantage. Brands like Band-Aid, Kleenex, and Google dominate their categories simply because they got there first. If you’re not first in your category, find a new one. Create a niche where you can lead. Tesla, for example, didn’t aim to be the best automaker; it became the first in the electric car category, propelling it to unprecedented success. The takeaway? To dominate your market, you must own a category. If you’re not first, redefine the playing field to make yourself the leader.
