7 Ways to Keep the Faith-based Campaign Strong
7. Dealing With the Charlatan Factor
Call it the charlatan factor, with some prospects perhaps wary of fallacious religious outfits, just as many folks are wary of certain kinds of direct mail. “Yes, you’re going to have a disbelief or skepticism on the part of some recipients unless it’s somebody well-known, like The Salvation Army or the American Cancer Society. But that’s what you have to overcome with your copy,” says Zodhiates, who recommends that you use reference letters, describe what others think about the religious charity and talk about the work the charity does .
If the faith-based organization gets a high ranking from Charity Navigator, World Watchers or is a member of the Evangelical Council for Financial Accountability, Zodhiates urges the mailer to showcase those emblems or seals.
Rossi suggests you treat the charlatan factor like you would any other potential objection that might arise in the donor’s mind. “Especially in prospecting copy, emphasize anything that would contribute to credibility—the number of years you’ve been around, awards you’ve won, endorsements you’ve received, memberships in watchdog/accountability organizations, the percentage of your budget that goes to programs … Consider using an insert and adding some of this information to your remit—even a sidebar,” he concludes. IDM