THE ART OF FAN-RAISING: Treating Fans Like Donors
THE ART OF FAN-RAISING: Treating Fans Like Donors
By Kevin K. Shah
Become well-versed in your field in terms of information, publications and resources
that would be useful to the prospective Fan – and share.
Cut out all short-term thinking including the hard-sell approach. Instead, focus on developing a relationship with the Fan: (e.g. learning about them without asking for anything initially).
Change “Marketing” tactics to “Communication” concepts and make this communication with Fans a dialogue rather than a monologue. No one likes being sold to, and there’s no better way to approach our Fans.
Be unique in your proposition. They’ve heard almost everything before. What is
unique about your idea? Highlight it and go from there.
Give Fans genuinely interesting and worthwhile opportunities. Make them active participants. Invite them to see you work, to be more than just ‘participants’ of your cause.
Invite Fans to ask questions and make it easy for them submit. A dissatisfied customer that doesn’t complain to you — will tell several others his thoughts about you and will no longer be a Fan. Go to great lengths to solicit feedback.
Focus on the major motivations of Fans and above all — give Fans choice in what they buy based on these motivations.
Eight primary reasons by why Fans GIVE to you.
To be recognized and valued for my contribution.
To feel good about giving.
To know how my money will be used and what difference it will make.
Desire to be inspired.
To feel involved, a part of something.
To be impressed so I can tell others, recruit them to support.
To be asked for my opinion.
Desire to know you are listening to me.
Make sure Fan emails are addressed to an actual person — and not a mass email list or a general greeting. Yes, it takes time. Always write personal thank you’s to all Fans/buyers.
CRM – Customer Relations Management. What is your strategy?
3 devastating words for Fans or prospective buyers: Changed My Mind. What are you doing to prevent this (you can’t always prevent it)?
Have “packages/offerings” available for “Regularly Giving” Fans, “High-Value Fans”, and ‘Legacy’ products — for ‘lifetime fans’ that want to contribute more over time.
Make sure that any ‘copy’ you write seeking anything — is emotional. Hearken back to a memory, make it poetic and accessible, use descriptive words that stick – and make it personal.
Step into the shoes of the Fan is perhaps the most important thing we can do on a
daily basis. Take this mental shift and see what you’re thinking from a Fan’s
3 sentences of wisdom:
a. When a customer buys a hammer & nail – what he really wants could be to hang a picture. What is the greater need?
b. It doesn’t matter what you sell – the only thing that matters is what Fans want to buy.
c. People don’t read advertisements, they read what interests them. Sometimes, this includes an ad.
Building a Fan community is about meeting needs and interacting — and not about celebrating achievements. Always state any achievements with a continued need. And the best time to recognize and state a need: while celebrating an achievement.
If you have a proposition you want to make then be as direct and impacting as possible: Fund an Art Film: $20.00.
The story you have to tell best — and the one to ‘practice’ until perfect — is the pitch/story of your organization’s core mission — why it was created and what it does.
If you can become facilitators of your supporter’s relationships to each other — you will survive. Find a way to connect everyone that is your Fan — and you will grow.
On average, people are exposed to a thousand promotional messages or advertisements a day. Don’t be promotional, be pertinent.
There are 3 R’s in Loyalty: Retention, Repeat Business, Referrals.
Let Fans know you received their information / money in a nice thank-you to their name shortly after. Also assure their gift (if a donation) will be used for the specific purpose they requested or tell them what you will do with their gift. Show progress.
Smile and Dial when picking up the phone with a Fan. Always.
Understanding Fans: Understand their Passion and their Inspiration. Seek first to understand — then be understood. Open hearts, open minds, and then if appropriate ask them to open their checkbooks. First and foremost, relationships should be lifelong and develop over time.
Footnote: Credit is due. A great deal of the above was inspired by what I was reading in Ken Burnett’s book “The Zen of Fundraising” which is an excellent book for anyone wishing to venture into fundraising (whether it’s for a feature film or a non-profit). It’s a very simple and quick read, and as I was devouring it, I discovered that in certain areas Ken’s keen advice on how manage relationships with donors could just as easily apply to fans of Independent Filmmakers. With this in mind I scribbled down notes in the margins as I was reading. A great deal of this list was born out of Ken’s book filtered through the considerations we’re currently having as we re-design the web experience for The Sabi Company (with our fans in mind.) Buy Ken’s book: