This Absurd Video Is a Masterclass in Donor Strategy
Have you seen this video?
You might interpret it as a pretty funny take on fundraising: A homeless man convinces a passerby to give him some cash – by pegging the other guy as a renter and offering himself up as an ally. Together, they can keep property values down and rent under control.
It’s absurd. And brilliant.
First, it’s satirical commentary on a bunch of issues – housing, community, gentrification, self-interest, the list goes on.
But with its hyperbolic style, it also does a surprisingly great job highlighting a key tactic for communicating with donors: knowing your audience.
Let’s break it down and see what we can learn.
General versus specific
The pitch in the video works because it’s tailored to the recipient.
There are plenty of arguments that the homeless man could use when asking for help.
He could call on universal values like compassion and charity.
He could tell his sad tale and make an appeal to emotion.
He could explain his action plan for getting off the streets and try to get some “investors” on board.
These points aren’t wrong. They’re logical and even moral. But none of them answer the most important question:
In a world with so many problems, why should this passerby choose this cause to care about?
Creating connection
By speaking to the renter’s interests, the man in the video immediately gives him a reason to be invested in the conversation.
He doesn’t use broad ideals and sentiments to motivate him. He meets the renter where he’s at and frames the subject in terms of something he already cares about.
And just like that, they’re on the same team.
If you want someone to get on board with your issue, you need to ask yourself:
Who am I talking to?
What do they value?
What do they worry about?
What language will resonate with them?
By speaking to people on their level and in a style that’s comfortable for them, you make it much easier to form a bond.
Do the research
It can take some effort to paint a picture of your audience.
But a good place to start? Just ask.
In the video, there’s a reason the conversation opens with, “Do you rent, or do you own?”
The homeless man needs to know which pitch to put out there. If the guy was a homeowner, you can bet the rest of the dialogue would have played out a lot differently.
The same principle applies when it comes to nonprofits learning about their donors. Try reaching out to some of the most loyal individuals in your circle. See if they can tell you what draws them in and keeps their connection to your organization strong.
Armed with this information, you’ll be in a better position to try to draw in more people like them.
Start small
That first question (“Rent or own?”) does more than gather intel.
It also stops the passerby in his tracks.
Only once he has the renter’s full attention does the homeless man try to initiate a more nuanced conversation.
Even when you know who you’re talking to, you have to make sure they’re in a place to listen before you try to put too much on them.
Start out with something cool or surprising to grab their focus, and build up from there.
Putting it into practice
Before your next donor meeting or outreach call, pause and ask yourself:
Is the way I’m framing this aligned with what this person cares about?
If you’re not sure – don’t be afraid to ask.
The better you understand their perspective, the stronger your ask will be.
Want help creating donor messaging that resonates with your audience? That’s what I do. Let’s talk!