Homer Simpson for Nonprofits

Scrutinize your appeals: Are you emphasizing social norms or market exchanges? Make sure you are focused on the emotional rewards of giving. Segment to avoid a hybrid. Some nondonors and low-dollar donors will solely be motivated to give because of market norms — they want the certificate or the calendar. But others are looking for that emotional connection. Identify who in your file responds to what — and give them that. If you must engage in marketplace rewards, ensure they are highly tied to your cause. If you are saving the whales, think plush toy whales, not coffee mugs.