Will You Stand Out in 2013?
How are you going to set yourself apart from other nonprofits doing similar work? Rather than just copying with a slight variation, do you have a truly unique "secret sauce" that is obvious to the potential donor who isn't willing to spend hours researching your uniqueness?
When a person is overwhelmed with choices, he or she often selects what is familiar. And the biggest is often the most well-known. (That's my excuse for eating Cheerios every morning for the last decade. Sure, there are dozens of other cereals at my store. But I don't want to invest the time to research the nutritional benefits and taste, so I stick with my familiar brand.)
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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