{"id":21968,"date":"2022-02-21T21:59:50","date_gmt":"2022-02-21T21:59:50","guid":{"rendered":"https:\/\/virtuous.org\/raise\/2022\/02\/21\/4-concepts-to-consider-for-your-value-proposition\/"},"modified":"2022-02-21T21:59:50","modified_gmt":"2022-02-21T21:59:50","slug":"4-concepts-to-consider-for-your-value-proposition","status":"publish","type":"post","link":"https:\/\/virtuous.org\/raise\/4-concepts-to-consider-for-your-value-proposition\/","title":{"rendered":"4 Concepts to Consider for Your Value Proposition"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<p class=\"wp-block-paragraph\">Out of all the things there are to learn about online fundraising, defining your value proposition is the most fundamental.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your value proposition is the key to each step up the <a href=\"https:\/\/virtuous.org\/raise\/the-difference-between-giving-and-buying\/\" target=\"_blank\" rel=\"noopener\" title=\"\">donor mountain<\/a>\u2014because each step prompts questions in the mind of your donor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Why should they open your email?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Why should they click on the \u201cGive Now\u201d button?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Why should they fill out this form?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Why should they give their hard-earned money at all?&nbsp;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Why should they give to your organization rather than any other nonprofit?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2026you get the point.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"200\" height=\"200\" src=\"https:\/\/virtuous.org\/raise\/wp-content\/uploads\/sites\/7\/2024\/03\/overwhelmed-person.gif\" alt=\"\" class=\"wp-image-22045\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Yet even though it might be the most important piece of online fundraising to get right, it too often gets overlooked in the messaging and design of online fundraising campaigns.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So let\u2019s get back to basics. Let\u2019s write out your nonprofit\u2019s <a href=\"https:\/\/blog.raisedonors.com\/4-ways-to-increase-the-desire-to-give-in-the-mind-of-a-donor\/\" target=\"_blank\" rel=\"noreferrer noopener\">value proposition<\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Why should donors give to you?<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Concepts to Consider for Your Value Proposition<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Moral Imperative<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">I think the easiest way to consider writing your value proposition is to think of the moral imperative behind your mission.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why should donors give to you?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Morally, we could answer this question with the following examples:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Because lives are at stake, and we have a moral duty to save lives.<\/li>\n\n\n\n<li>Forests are dying, and we have an obligation to steward our natural resources.<\/li>\n\n\n\n<li>People are starving, and it\u2019s not right for us to be overfed while they starve.<\/li>\n\n\n\n<li>Animals are being thrown away, and a creature\u2019s worth shouldn\u2019t be determined by the years they\u2019ve been alive.&nbsp;<\/li>\n\n\n\n<li>There are pressing needs in the public sector, and we have a duty as citizens to participate in public debate.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The moral imperative is probably the most natural way to begin thinking through your value proposition.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a good place to begin, but don\u2019t stop there.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Urgency<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Urgency is another great angle when crafting your value proposition.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why should donors give to you?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because time\u2019s running out!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This could be caused by the immediate destruction of a natural disaster, a looming deadline like Election Day, or an arbitrary date, like end of the year fundraising.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">If you connect urgency with the moral imperative, you can create a powerful value proposition.<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">For example\u2026&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cFarmers are being affected by climate change each year, give now to help before the next harvest is lost!\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The moral imperative to help those in need (the farmers) is upgraded by the urgency of getting funding to the program before the next harvest.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Urgency makes your value proposition relevant to the donor\u2019s present situation and answers the important question: Why should I give <em>now<\/em>?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Expertise<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">While there may be other organizations that do what you do, no one does it like you do.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is expertise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do you have a unique strategic plan to eradicate poverty?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do you have an evidence-based approach to education?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do you have staff with multiple decades of professional experience in their field?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All of these show the donor that your nonprofit has the expertise required to answer the big moral imperative.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Example:&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Our approach makes us different from most children\u2019s hospitals. <\/em><em>St. Jude is leading the way the world understands, treats, and defeats childhood cancer and other life-threatening diseases.&nbsp;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why should they give to you rather than anyone else?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because you have something that no one else has.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mentioning your expertise in your value proposition boosts the attractiveness of giving to your organization.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Exclusivity<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Every now and then, an online campaign can lend itself to exclusivity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While you might think of exclusivity in a negative, prideful sense\u2014in this case, think of it more as a community.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We all want to be a part of a community.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Being a part of something special\u2014like a monthly giver program, a founder\u2019s circle, or a sponsor program can be an intriguing way to create community for your donors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not everyone can give at that level or that recurring frequency. It\u2019s exclusive.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But it\u2019s exclusivity for a good cause!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Should you give out perks to those within these exclusive donor levels?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Maybe.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When someone gives at a certain level or to a certain program, the exclusivity is already there\u2014so you don\u2019t have to give out perks to make it work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In fact, giving out perks can turn donors away in some situations.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, perks like special letters from the child they are sponsoring or photos of the animal they are rescuing can be an amazing way to make your donors feel special.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Adding Value to Donors<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Naturally, your organization has <a href=\"https:\/\/blog.raisedonors.com\/what-do-nonprofits-really-have-to-offer\/\" target=\"_blank\" rel=\"noreferrer noopener\">something to give<\/a> donors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yet adding urgency, expertise, peer pressure, and exclusivity to your value proposition can boost the power of your call to action.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These ingredients add value for your donor.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While they may be giving because they share the moral imperative you have, they will have a greater motive to give to you specifically or to give now rather than later based on these four concepts.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Out of all the things there are to learn about online fundraising, defining your value proposition is the most fundamental. 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Your value proposition is the key to each step up the donor mountain\u2014because each step prompts questions in the mind of your donor. Why should they open your email? Why should they click on the","og:url":"https:\/\/virtuous.org\/raise\/4-concepts-to-consider-for-your-value-proposition\/","og:image":"https:\/\/virtuous.org\/raise\/wp-content\/uploads\/sites\/7\/2026\/02\/Logo-1.svg","og:image:secure_url":"https:\/\/virtuous.org\/raise\/wp-content\/uploads\/sites\/7\/2026\/02\/Logo-1.svg","article:published_time":"2022-02-21T21:59:50+00:00","article:modified_time":"2022-02-21T21:59:50+00:00","twitter:card":"summary_large_image","twitter:title":"4 Concepts to Consider for Your Value Proposition - Raise","twitter:description":"Out of all the things there are to learn about online fundraising, defining your value proposition is the most fundamental. Your value proposition is the key to each step up the donor mountain\u2014because each step prompts questions in the mind of your donor. 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