The Annual Giving Exchange

This may come as a surprise to those you with an expensive habit of buying a $4 caffeinated beverage on your way to the office every morning, but Starbucks doesn’t sell coffee.  They sell an experience.

It’s not the cup of coffee that brings customers back into Starbucks every morning, it’s the idea of that cup of coffee.  It’s not the kind of beverages Starbucks offers, it’s the ability to customize those beverages exactly how you like it.  It’s that, while every Starbucks store looks and feels familiar no matter where you are, no two floor plans are the exactly same.

Fundraisers take note!

Help your donors imagine the impact of their gift.  Describe the building they will help to build, the student they will help to educate, the research they will sponsor.  Allow them to customize their gift as much as possible (and within reason).  Make them feel part of a familiar community, but show them what is unique and special about your community.

Donors are looking for an experience, too.  Are you giving it to them?