In the world of fundraising, it’s easy to get caught up in thinking about your own goals and objectives. But the most successful campaigns are the ones that focus on the donor—on how they benefit from supporting your cause.
At the core of fundraising and marketing are three critical principles: Positioning, Differentiation, and Benefit. Together, these concepts help shape your brand and define how you stand out in a crowded marketplace. While we’ve already discussed positioning and differentiation in previous posts, today’s focus is on Benefit—perhaps the most powerful driver behind why people give.
What’s in It for Them?
The first rule of benefit is understanding that it’s not about you or your cause. It’s about them—your donors, supporters, or volunteers. The question you should ask yourself is, how will they be better off by taking the action you want them to take?
A benefit is not just a feature or a description of what you offer. It’s what improves your donor’s life in some way—whether that’s making them feel good, providing them with new knowledge, or giving them a sense of pride and purpose. When you focus on the benefit to the donor, you create a win-win partnership that goes beyond a simple transaction.
Real-World Examples: The Power of Tangible and Intangible Benefits
Let’s look at a few examples from Highland County’s Maple Festival, which we’ve been discussing in recent weeks. What makes this tiny Virginia county with just 2,000 residents able to attract over 50,000 visitors annually since 1958? They effectively tap into the power of benefits.
- Tangible Benefits: At the festival, local service clubs offer free pancakes all day long. This is a clear, tangible benefit—if you love pancakes, this offer makes your experience more enjoyable. Similarly, visitors can learn firsthand how maple syrup is made at Sugar Camps, providing them with new knowledge and a unique experience they can’t get anywhere else.
- Emotional Benefits: Beyond the tangible, the festival also taps into something deeper—nostalgia and the desire to escape. Many people are drawn to the rural, idyllic setting because it reminds them of a simpler time, where anxieties fade away. This emotional connection is powerful and creates a strong pull for visitors year after year.
Applying Benefits to Your Cause
As you develop your fundraising or marketing campaign, ask yourself: What are the tangible and intangible benefits you can offer to your donors? How will their lives be better by supporting your cause?
Consider doing a brainstorming exercise where you come up with 5, 10, or even 15 possible benefits for your target audience. These benefits can be emotional, intellectual, or even related to their personal beliefs and values. By identifying and emphasizing these benefits in your communications, you’ll stand out in a crowded space and create meaningful connections with your supporters.
Wrapping It All Together
Positioning, differentiation, and benefit are the building blocks of your brand. And your brand is what allows you to Go Big and make a real impact.
