Acquisition Series - Issue vs. Institutional

There’s no question that the BP Oil Spill is one of the biggest environmental disasters in history, and it seems like every day, the news gets worse. And bad news for the world can be great news for nonprofit organizations.

When people see a disaster unfolding, they want to help. The devastating earthquake that hit Haiti this past year spawned hundreds of millions of dollars of charitable giving from all over the world.

So, should you go with a package that talks about your organization as a whole (the Institutional approach), or send out a package specifically addressing the bad news du jour?

The short answer is: It Depends.

First, you need to know what your goal is with your acquisition mailing. Are you looking to get a lot of new supporters fast? Or do you want to go for quality long-term supporters?

A hot issue might bring in a lot of new donors, but you run the risk that it's a one-time gift. You'll need to plan to mail a lot so you can continually replenish those people who drop out once the Bad News they came in on has been resolved or fades out of public consciousness.

But if a donor buys into your mission as a whole, she's going to stick around for the long haul, rewarding you with annual income and even special appeal gifts.

After you look at your goals, you should also take a few moments to consider these questions:

• Is your organization taking specific action in relation to the Bad News?
• What is your organization’s role in the post-Bad News landscape?
• Does solving the problem created by the Bad News fit into your organizational mission long-term?
• Is the situation generated by the Bad News a long-term problem that will require your expertise for years to come?

If you can’t shout a big ol’ “YES” to all of those questions, then it’s probably a waste of your precious resources to mail an acquisition letter devoted entirely to the Bad News. Your resources are better spent sending an Institutional package.

Does that mean you can’t address the Bad News? Absolutely not! Especially if an issue is as large-scale as the Oil Spill, you have to talk about it, if only to mention that your hearts are with those suffering.

But when you're trying to acquire new donors, you want to sell them on who you are and what you do. Stay true to your passion, and your identity, and you'll have donors who stay true to you.