In a world that often feels overwhelmed by troubles, the nonprofits that thrive are those that offer hope – a lifeline that donors are eager to grasp. This idea, shared by fundraising expert Mal Warwick, underscores a vital principle: when you present your cause as a solution to a pressing problem, your donors will respond.
But how do you position your organization as the answer to your donors’ concerns? The answer lies in a powerful framework we’ve been discussing: the Problem-Solution approach.
The Problem-Solution Framework: A Quick Recap
Let’s explore the steps to introduce your Big, Hairy, Audacious Goal (BHAG) to potential donors. The journey begins with identifying and articulating a problem that resonates with your audience:
- What’s the problem you’re working to address?
- Is the problem relevant to your donors’ lives?
- How does it threaten their personal well-being or their family’s future?
Once you’ve established the problem, the next step is to present your solution:
- What is your proposed solution to the problem?
This step is critical. As fundraising pioneer Richard Viguerie emphasizes, it all boils down to one question: “What problem do you want to solve, and how do you propose solving it?”
Positioning Your Solution
But here’s where it gets even more interesting. It’s not enough to simply have a solution – you need to position your solution in a way that makes it stand out. That’s where Jack Trout’s concept of positioning comes into play.
Trout, an advertising legend, introduced the idea that in a crowded marketplace, the key to success is to carve out a unique space – a position that your organization alone can own.
- What is your unique category?
- When someone thinks of your cause, what do you want them to associate with it?
For instance, consider the enduring connection between Budweiser and its iconic Clydesdale horses. When you think of one, you think of the other. Similarly, when you think of Arnold Schwarzenegger, his distinctive personality and brand immediately come to mind.
This is the kind of connection you want to create between your solution and your audience.
Why Positioning Matters
In every communication you send – whether it’s a fundraising letter, an email, or a program update – your goal should be to stand out. In a world where your audience is bombarded with information and distractions, you need to cut through the noise.
As Jack Trout warned, there’s more choice than ever before, but less time. Your message needs to grab attention and hold it.
This is where Viguerie’s Four Horsemen of Marketing – positioning, differentiation, benefit, and brand – come into play. These elements are your tools for ensuring that your solution isn’t just another voice in the crowd but the voice your donors want to listen to.
The Challenge of Standing Out
It’s a tough reality, but one worth acknowledging: what’s important to you and your team may not be as important to your donors. They’re busy, just like you. And they’re looking for reasons not to engage with your message.
So how do you ensure they do?
You make your problem their problem. You position your solution as the only solution. And you differentiate yourself so clearly that they can’t help but take notice.
