Needs, Wants and the Absolute Importance of Relevance
Published 3/20/2009
Author: Kimberly Seville
Kimberly Seville is a creative strategist and freelance copywriter.
Summary
Anemic acquisition results. Sinking response rates. Shrinking average gifts. Serious budget shortfalls.
People are actively thinking about the difference between “need” and “want” in all their buying decisions.Being frugal is “in.” That’s our new reality, and it means that donors who typically make contributions to 10 or more organizations across a spectrum of interests might be thinking much more than usual about “need” versus “want” when it comes to giving. And you can bet that while they might want to give you money, if your appeal doesn’t resonate enough, the donations will go to other organizations they believe need them more.
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Fundraising Success
Target Marketing Group
AMA Content Partners
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