With Whom Are We Competing

This is something I just don't know about. It would take a lot more understanding on the dynamics of non-profit organization operations and marketing approaches. From a fundamental approach (the one I've been taking), Annual Giving is kind of competing with itself in that the only real competitor orientation it could take is one that demonizes itself, thus creating a hypothetical circumstance wherein measurement and response is possible. In other words, Annual Giving is its own worst enemy. But that explanation does not help anybody.

So let's try something else. Say the competition is made up of other schools. Wake Forest has a hell of an Annual Giving program. The numbers are climbing. And fast. So what Elon Alums are thinking is, "Elon is not the best school. It does not have the best Giving program. I should not give." Hmm. That does not sound right. Unless the family gives to Wake because the children attend. Then, forget about that family Remember, we need the fans. They spread the word. They initiate conversation. And they feel and understand the connection.

So say the competition is made up of other non-profits. Other direct-mail or direct-phone payment companies that support funding for AIDS awareness or home building. The prospect has meaningful connections to Habitat for Humanity (those bastards!) and forks over the 100% tax deductible disposible income to HFH. What do you do in this case? Conventional Phonathon wisdom says, "play up the Fund, play up how important IT is." The caller really should just try to establish how firmly entrenched the individual is into the HFH fan club. If she does not have time for Elon alumniship, she certainly does not have money for it. Last thought: HFH is here on campus. There's a way to give to both causes. At that point, the prospect is lost. Thanks for your support.

The last idea here is controversial. It goes against the time-old mantra that businesspersons must embrace and make love to. The customer is always right. If the alum says that he does not want to give, what else can you say? [Well, you're supposed to run off a list that includes tax deductibility, gift size, and begging] Anyways, Annual Giving is competing with the alum's lack of knowledge or understanding. The alum does not know what the Fund is for and/or does not truly understand the reason for giving. The only way to affect change into the program will be to embrace this concept. We have to take the Buy-ology approach (link) and assume that our market research is faulty and largely untrue. We have to believe that alums wants to give deep down inside and just have not found the motivation to do so. We need to remind them why the University gives them a warm and fuzzy feeling. Or at least figure out if it still does.