{"id":21952,"date":"2021-08-04T14:35:51","date_gmt":"2021-08-04T14:35:51","guid":{"rendered":"https:\/\/virtuous.org\/raise\/2021\/08\/04\/3-ways-your-value-proposition-is-being-sabotaged\/"},"modified":"2021-08-04T14:35:51","modified_gmt":"2021-08-04T14:35:51","slug":"3-ways-your-value-proposition-is-being-sabotaged","status":"publish","type":"post","link":"https:\/\/virtuous.org\/raise\/3-ways-your-value-proposition-is-being-sabotaged\/","title":{"rendered":"3 Ways Your Value Proposition Is Being Sabotaged"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<p class=\"wp-block-paragraph\">According to our friends at <a href=\"https:\/\/www.nextafter.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">NextAfter<\/a>, only 50% of giving pages offer a clear value proposition.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So what if you\u2019re one of the 50% but your conversion rate goals are still not met?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why isn\u2019t your value proposition motivating more donors to give?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More than likely, something is sabotaging your value proposition of the impact it could be having on donors and their giving.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are 3 common scenarios that I\u2019ve seen undermine value propositions time after time.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Your Marketing Channels Communicate Different Value Propositions<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Email, blogs, newsletters, website, and three or more social media platforms \u2013 it\u2019s not easy to keep all of them in sync when it comes to your value proposition!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But <a href=\"https:\/\/www.multichannelnonprofit.com\/\" target=\"_blank\" rel=\"noopener\" title=\"\">multi-channel marketing<\/a> only works when each channel speaks with a unified voice and message.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When donors see the same style and messaging in your social media post as they see in your email, they are reassured across all your channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If one platform communicates a different value proposition, it throws the donor off because it feels like they\u2019re talking with two or more different organizations.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Are multiple teams or people responsible for different channels? That may be a clue as to why it\u2019s hard to get your value proposition consistent across marketing channels.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The person responsible for the blog isn\u2019t always the person in charge of your social media, for example. If those people aren\u2019t communicating about the value proposition, they\u2019re likely to diverge from each other, and your message fragments.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To bolster the impact of your value proposition, standardize your messaging across all of your content teams:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Social Media<\/li>\n\n\n\n<li>Phone Calls<\/li>\n\n\n\n<li>Emails<\/li>\n\n\n\n<li>Ads<\/li>\n\n\n\n<li>Mail<\/li>\n\n\n\n<li>Website<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Using similar language, the same case for support, and the same relevant facts across all your marketing channels will ensure your value proposition maintains its impact.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. The Content Feels Like a Sales Pitch&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Donors want to be inspired, not pressured to give.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Even if we want something, our reaction is often skepticism or irritation when someone tries to sell it to us.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We try to find their angle, the strings attached, or an excuse to get out of the conversation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the content feels pushy or slick, it can fail to connect with donors as people feel used and unappreciated.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Treating donors like human ATMs will always sabotage the impact of your value proposition.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Donors give for deeply personal and emotional reasons.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If giving to your cause feels right to them, they will give.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But when your fundraising language feels too forceful, they\u2019re likely to walk away.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The value proposition needs to be compelling, not coercive.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So how do you strike that balance?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.nextafter.com\/studies\/why-should-i-give-to-you\/\" target=\"_blank\" rel=\"noreferrer noopener\">Next After\u2019s study<\/a> of 127 nonprofit value propositions revealed that \u201corganizations that scored high in clarity also scored high in appeal.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In other words, a clear, straightforward message is appealing to donors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Clarity communicates authenticity. You\u2019re a nonprofit they can trust.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s the opposite of what a sales pitch feels like.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are some other tips on avoiding the \u201csales pitch\u201d trap:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Make sure every claim in your proposition is true.&nbsp;&nbsp;<\/li>\n\n\n\n<li>Avoid exaggeration and overly polished words.<\/li>\n\n\n\n<li>Avoid creating undue urgency when the situation doesn\u2019t need it.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">3. The Donor Doesn\u2019t See Why Your Nonprofit Is Special<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A good value proposition shows the donor the impact they can have for the cause they care about if they decide to give.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Like the chance to be a hero in a child\u2019s life, or an opportunity to right a wrong.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, a <em>great <\/em>value proposition also shows donors why they should give to you rather than anyone else.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is important because when you clearly differentiate yourself, donors can identify with your organization and all its wonderful qualities.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Is your nonprofit passionate and uncompromising?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Passionate and uncompromising donors will be motivated to give.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Is your nonprofit steady and faithful?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Donors who value longevity will be moved to give to you.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They identify with that unique part of your nonprofit brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are lots of donors who respect organizations that have weathered storms and are reliable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They want that steadiness and dependability in their lives as well.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Are you really good at something? Have you innovated a new way to get something done with better results?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If so, your value proposition should demonstrate how your approach sets you apart from the others.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When your value proposition clearly differentiates you, donors see how special you are.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While this may not be so attractive to all donors, it will attract the donors who identify with your cause and your organizational values.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Bonus Tip: Take the Time to Listen and Respond<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">So let\u2019s say your value proposition motivates a potential donor to call your office.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But no one answers their call.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Or, when they get someone, that person isn\u2019t trained to handle the situation and doesn\u2019t know how to help.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bad donor interactions can definitely sabotage your value proposition.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Stewarding donors is crucial to maintaining the integrity of your value proposition.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><em>\u201cLazy responses communicate to your donors that you really don\u2019t care about them. Don\u2019t just leave people hanging or send them somewhere else when they\u2019ve come directly to you for help. Take the time to listen carefully and realize that every conversation is a brand impression.\u201d<\/em><\/p><cite>Tim Kachuriak, NextAfter<\/cite><\/blockquote><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Proper stewardship training for all office staff, even those who\u2019re not considered \u201cfundraisers,\u201d will help make sure donor interactions support your value proposition and inspire future giving.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For more helpful tips on raising more donors online, or if you\u2019d like to know more about RaiseDonors online giving platform, <a href=\"https:\/\/virtuous.org\/raise\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">contact us today<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>According to our friends at NextAfter, only 50% of giving pages offer a clear value proposition.&nbsp; So what if you\u2019re one of the 50% but your conversion rate goals are [&hellip;]<\/p>\n","protected":false},"author":118,"featured_media":21953,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[818],"tags":[],"types":[],"ppma_author":[816],"class_list":["post-21952","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-donation-page-optimization","author-stephen-boudreauvirtuous-org"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.9 - aioseo.com -->\n\t<meta name=\"description\" content=\"According to our friends at NextAfter, only 50% of giving pages offer a clear value proposition. 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