Last week I wrote about how “generating attention” should be a bigger part of the nonprofit fundraising toolkit.
This is a quick post about how there’s a big difference between creating attention for the work of your organization versus the need for your organization’s work.
If you’re trying to get the attention of people who have expertise in what you do – think Foundations who focus on your cause, government agencies, partner organizations, and major donors who understand why your work is unique – then I would point people’s attention towards the work of your organization.
Those people are already planning on giving gifts / working with organizations like yours. They actively want to know how effective your programs are, why your work is unique and powerful, and hear stories about people you’ve already helped.
However, if you’re trying to get the attention of people who do not have expertise in what you do – think “the general public” or your individual donors – then I would point people’s attention to the need for your organization’s work.
Those people are not currently planning to give gifts to your organization. People are not interested in how effective your programs are until they know there’s a need for your programs.
So draw attention to the need for your work. Once they understand and feel the need, then they’ll be more interested in learning how their gift (and your programs) will help meet that need.
As you work to make an impact and get attention this year, know which kind of people you’re trying to get the attention of, and what you should be pointing their attention towards.
