The Nebraska Community Foundation works with community, organizational and donor-advised affiliated funds serving 250 communities located in 80 counties. NCF and its affiliated funds have reinvested $269 million in Nebraska since 1994.
The best affiliated fund marketing subcommittee will include people who aren’t afraid to brag a little! Unfortunately, many modest Nebraskans find this difficult!
Lucky for us, the very best mouthpiece for your benefit messages are your supporters and beneficiaries. Let them do some of the talking for you!
Using testimonials—comments and stories from your volunteers, donors and grantees—bolsters your credibility. If someone else is describing the good you are doing in your community, it must be true!
There are four “musts” concerning testimonials:
Here is a real example from a WealthSpring Fund grantee:
| “I just want to say thank you…It’s amazing. I was trying to figure out how I was ever going to pay for nurse’s training. Then the letter came, and I was so excited. I didn’t have to decide between spending the $400 on me or my family. I’ve always done that. I come after them, you know? And so I kept putting it off. Then I found out that I can do this NOW! It was a huge blessing.”
Generally, your target audience is more likely to remember the testimonials they read more than the actual copy you write. Don’t use the same testimonial over and over again. Mix it up. Find the right comment to fit the specific marketing piece you are creating. Collecting and archiving comments about your affiliated fund might be a good ongoing project for someone on your marketing subcommittee. Be sure to document the name and the date of the comment.
Seek out grantees and supporters who convey the meaning of your core messages.
If your core message is focusing on future prosperity, quoting someone who is grateful for the support you provide your local cemetery will be “off message”!
Kathy Thuman has made cash contributions of more than $180,000 to support the Nebraska Community Foundation’s mission.
“I really feel that the Nebraska Community Foundation’s endowment campaign is a great way to give to the whole state, and have some influence over the whole state, because we really are a single community. We’re a small population and we know each other,” Kathy said.Read more →