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Step By Step Fundraising

Yard Sale Fundraisers

Last month's newsletter issue focused on strategies for raising money for your non profit with a garage sale. Used item sales can come in all shapes and sizes with many names, some people call them yard sales or rummage sales. I was recently visiting friends in Massachusetts and found out that in that area of the country they're called "tag sales." No matter what you call it, holding a sale can be a great way to raise money for your group.

Get more garage sale tips, and/or post your own sale ideas in the discussion forum

The Countdown Has Begun

If you're a subscriber to my monthly e-zine, you may recall that I've been working on a new design for the site behind the scenes. It's been in the planning stages for awhile, as I knew I really wanted a different look for the site. The idea is to make it easier on the eyes, easy to navigate and integrate this "news" section in with the rest of the website. So it will all look and function the same.

Official release date: Tuesday, May 3rd -- one week from today.

What's Your Fundraising Question?

Just launched yesterday, the Fundraising Discussion Forum is a place for you to post your questions, fundraising ideas, tips and more.

There's sections on the forum for every type of fundraiser and every type of organization. You can even connect with others who are working toward similar goals, or work for similar organizations.

Join the Discussion!

Engaging Potential Supporters

Are you looking for a way to grab the attention of potenial supporters? Alexandria Brown demonstrates how avoiding pain is a much greater incentive for consumers, even when the topic is charitable donations.

"Should You Market to Pleasure ... Or Pain?"
by Alexandria K. Brown, "The E-zine Queen"

One day a few months ago, I emptied my mailbox after being away for several days.

Because I give regularly to charities, I seem to be on the mailing lists of every organization in the world. So there were plenty of solicitations to sort through.

Usually I toss most of the envelopes I receive, the ones with generic messages on them like "help us today" or "give to save the... [insert 'children', 'animals', or 'forests' here]".

But one envelope caught my eye. It was an unusual beige color, it had a picture of a cute little dog on it, and it said in bold letters, "Don't let what happened to Coco happen again."

Because I was curious who Coco was and what happened to him, I opened the envelope.

The letter told a true story of animal abuse so horrific that I burst into tears for that poor little dog. It ended by explaining how I could help prevent this from happening to other animals by donating to their organization.

I can tell you I never whipped out my checkbook so fast in my life.

But why this time?

Why had I ignored all the other mailings that simply asked for my help?

Because this one made me FEEL.

It told me a shocking true story. It struck a deep nerve in me that brought out my rage regarding this topic. Suddenly it was personal, because it touched on my pain.

You see, all marketing plays on either pleasure or pain.

It seems to me that most marketing plays on pleasure. For example, cosmetic companies show women how gorgeous and young we could look if we only used their products. Car companies show us how sexy and powerful we'd feel if we buy that sports car we can't afford. And beer companies convince men that they'll magically attract hot chicks if they only drink a certain beverage.

But...

Sometimes "Pain" Works Better

Some businesses will do BETTER by marketing to people's pain. For example, a TV commercial for a de*debt consolidation service shows a couple arguing over money while their children listen from the other room, looking scared. An acne medication ad shows a teenage girl staying home from the prom, crying because she's got a few pimples.

And if you think about it, most of us don't take action on things until we feel pain. For example, a friend of mine didn't take control of his finances until he was nearly bankrupt. And a couple I know didn't hire a marriage counselor until they were ready to split for good. My sister didn't look for a better job until she couldn't stand the one she was in anymore.

So, follow along with me here...

Are your prospects more likely to actually buy your product or hire you based on wanting pleasure ... or to move AWAY from their pain?

For example, a dating coach may have more success in her marketing with statements like, "Are you sick and tired of sitting home lonely on Friday nights? Attracting the wrong men for you again and again? The clock is ticking - have you met Mr. Right yet?"

The idea is to touch on people's pain, then show them that you're the solution.

Another example is an auto repair shop that marketed a free report, "10 Ways Not to Get Ripped-Off Next Time You Get Your Car Fixed". Not only did that touch on most folks' fear of getting ripped off, but it also positioned them as an authority on the subject!

For those of us who are naturally positive people, marketing to others' pain may seem initially uncomfortable. But you're doing them a favor! By helping them realize what's wrong in their lives, their businesses, or the world, you're also showing them how they can fix it. You're actually helping them "see the light".

Marketing to people's pain can make for dramatic results when done right.

What State of Mind Are YOUR Prospects In?

Think about your target market right now. What state of mind are they in when they are considering hiring you or buying your product? Are they more likely to take action to gain pleasure? Or to make the pain they're in go away?

If the answer is different than what you've been doing, try changing the angle of your marketing for a while.

You may find that a little pain is the best thing that ever happened to your business. : )

© 2005 Alexandria K. Brown ~ Reprinted with Permission

About the Author: Online entrepreneur Alexandria K. Brown, "The E-zine Queen," is creator of the award-winning 'Boost Business With Your Own E-zine' system. To learn more about this step-by-step program, and to sign up for her FREE how-to articles and FREE audio class, visit www.EzineQueen.com

Marathon Countdown

At the age of 61, Mike Monk is not only getting ready to retire, he's also training for his first marathon. One his long held dreams has been to participate in the London Marathon, one of the world's largest running events. Now that dream is finally coming true, as he runs in support of one of his favorite charities, St. Wilfreds Hospice.

Read Mike's humorous and heart warming story about training for the London Marathon.

Raising $1,000 Gifts by Mail

Forum for Fundraising offers a wide variety of seminars for fundraising professionals. These high quality seminars are taught by the most well respected and experienced professionals in the field of non profit management and fundraising.

Upcoming Teleseminar:

The Mercifully Brief, Real-World Guide to Raising $1,000 Gifts by Mail
March 31, 2005 at 2:00 PM Eastern

Presented by Mal Warwick, Chairman & CEO, Mal Warwick & Associates, Inc.

View the Entire Seminar Calendar