Imagine this: it’s pay day.
You pay your bills, you set aside money for groceries, you put a little money away in savings, and you generally make sure all your needs are met.
If you’re fortunate enough to be able to do that, and even more fortunate that you have money leftover, then you might think to yourself: what else can I do with my money?
Maybe there’s some work to do on your house. Maybe you want to go out for a really nice dinner. Maybe you love purses and you’ve been saving up for a designer bag.
Or maybe… maybe could you consider giving to a charity?
This is the noise we’re trying to cut through, folks!
This post was inspired by a client the other day, who compared charities to luxury brands. Obviously people have many views about charities and the importance of giving, but my client was right; for many, giving to charity is a “nice to have”. It’s one of the potential ways you can spend that extra money that you’re lucky enough to have.
But there’s a lot of noise! There are flashy, highly-produced car commercials. There are glossy pages in magazines with beautiful people holding beautiful bags. There are a lot of temptations, and charities can’t afford to get their ads everywhere that a luxury brand is advertised.
Now I know this isn’t the way we need to think of all donors, especially current ones. Obviously the work we do is more important than the noise we make, and a lot of donors are so committed to us, our mission matters to them, that a Louis Vuitton bag couldn’t tempt them away from us.
But when we think of the world beyond that, and the people that might be interested in giving to our cause that aren’t right now, we need to think about what “the market” is saturated with. Not only are we competing against luxury brands, but we’re competing against other charities, and the competition can be fierce.
Let this be the reason you take a risk. Let this move you to try something you’ve been wanting to but haven’t made a strong enough business case to your boss yet. Think about a digital media buy. Think about a more creative envelope with your next acquisition mailing. Think about trying something new!
Because the charity next door is doing it… and Louis Vuitton definitely is.
Written by Maeve Strathy
Maeve is the Founder of What Gives Philanthropy and has been working in fundraising for over nine years. Click here to learn more about Maeve.