So, unless you’re an animal shelter or rescue organization, ugly dogs probably don’t have a lot to do with your fundraising, right? Think again.
In one of those obscure studies that surface every few years and then disappear never to be found again despite your diligent searching so you can link to it on your blog, city pounds reported that during perceived economic downturns, they had more ugly dogs adopted than during times when people felt they were prospering. In fact, the “ugly dog” adoption rate has been found to be a fairly accurate measurement of the general population’s perception of the economy’s health.
No one knows the exact causation for the ugly dog phenomenon, but one hypothesis is empathy. People feel bad for the ugly dog and see a concrete opportunity to do something that will make a difference. They can’t fix the economy, but they can save the ugly dog. People think “everyone wants the cute dog, so let me do something to help this pitiful creature.”
So how does this apply to you? It’s fairly simple, really.
- To maintain strong fundraising during this tough economic period, you need to transform your mission into an ugly dog.
No, I don’t mean pull out your ugliest marketing materials or scramble your web site. This is not a good idea.
Instead, break down your mission into small pieces. Talk about needs that are easy to fulfill and will make a difference. Now is not the time to raise money for your general fund using the old “it’s that time again” line. The tough economy means that you must present your needs in a tangible way.
- Tell a story that will gain your donors’ empathy. Be as specific as you can with your fundraising.
People’s bank accounts are hurting now, that’s true. But chances are that many of their hearts are hurting, too. They know what it means to have a need, and they want to help as much as they want to be helped. Truth is, giving people an opportunity to give back is more important now than ever. (More on this later.)
- Be the ugly dog, and let your donors walk away saying, “It’s not much, but at least I’m making a difference.”
Want help turning your mission into the ugly dog? Turnbull Marketing Group would LOVE to help. Contact us today. If there’s one thing we like around here, it’s a beauty-challenged pooch.
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