Fundraising from introverts

Have you thought about the people you fundraise from? Most marketers don't, says Roy Williams, in his MondayMorningMemo: Introverts and Extraverts.

The population is split almost evenly between introverts and extraverts, but you wouldn't know that by the way marketing and communication is done:

Focus groups measure the opinions of extraverts. Churches plan social events for extraverts. Companies hand out promotions to extraverts and sales trainers teach us how to sell to extraverts.

Too much marketing and fundraising is aimed at the extraverts. That means it misses the other half of potential buyers and givers. It's fine to aim squarely at one group. But if you forget the other one exists, you're writing off a lot of support.

The error can go both ways: As a certified introvert, I'm always dumbfounded that telemarketing works. If I paid attention to my instincts, I'd never have anything to do with telemarketing. And that would be a mistake because telemarketing works. It works because extraverts are perfectly comfortable with it.

Some people (introverts) figure stuff out in their minds before they talk or take action. Other people (extraverts) figure it out by talking about it. Each of us acts one way or the other. The best fundraising allows both types to function.

Your own way of thinking is not the only way. If you think it is, you're missing the other half of the human race.

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Comments

[Bill Kennedy]

I have to disagree with this post. There is a LOT of material out there about communications to different types of people. I have gone to several seminars designed to help people get through to others. There are all kinds of ways to categorize people, starting with the venerable Myers Briggs Personality Profile. I have to believe that good marketers take this into account.

[Mega]

What about other types of cultivation? Can you ask an introvert to socialize? How can the introvert feel really included, but not forced out of their comfort zone?

[KDG]

As an introvert, I would tend to agree with Dan. I would rather respond to an e-mail after I have time to think, and I would much rather e-mail than cold-call. But doesn't direct mail already cater to the introvert?

[Dan]

So do you think that introverts would work better with an email marketing campaign? That would give them time to think through their actions. This is my thought at least, because as an introvert, I would rather write emails than do cold-calling.

[Debby :)]

So, what are the best ways to market to introverts?

[bob]

I am a complete extravert but I detest telemarketing (both as a donor and as and Ed). Telemarketing might generate a return on investment for the largest charities but the side effects are detrimental to the sector and society. Telemarketing campaigns are rightly viewed by the public with suspicion and derision. Not only do they perpetuate the "begging charity" mentality but they also alienate potential supporters of other causes. Then we need to work so much harder to demonstrate the value we offer, the good works we do, and the reasons for support.

In Canada, our no-call list didn't include charities - I think that was a big mistake.

This extravert has made a decision not to support telemarketing campaigns and have actually stopped funding organizations that are continuing to use contract telemarketing services to attempt to acquire or cultivate me.