Anyone that has either taken a marketing class or watched the classic movie Glengarry Glen Ross – namely the opening scene with Alec Baldwin, which no one should watch unless you can handle a diatribe of foul language, will understand what AIDA means – Attention, Interest, Decision, Action. This is a tried and true marketing axiom that has relevant meaning to all marketing and advertising efforts on many levels. It has deep and profound meaning to anyone in the industry. And it primarily culminates with someone taking ACTION – which in marketing and advertising terms culminates in the purchase of a service or a product.

But what does it mean for fundraisers? Well, a lot really – but, I would like to suggest a new twist on the traditional approach of AIDA,which is perhaps more relevant for nonprofit fundraisers.

The fundraising AIDA amounts to – Attention, Involvement, Dedication, Advocacy.

Let’s see how this plays out. In nonprofit fundraising we are clearly interested in the particulr ACTION of getting a donation - but more importantly we are interested in involving, engaging, and building advocacy. If we do this effectively the gifts will follow.

So let’s break it down:

ATTENTION: Get the person’s attention through whatever means we can effectively reach them – online, direct mail, advertising, face-to-face meetngs, and so forth. Get them captivated with what and who your organization is and what you do – especially introducing how you are making an impact and changing lives. Make them a believer in your organization, or at the least, someone that yearns for more knowledge about you .

INVOLVEMENT: First and foremost we must get the donor, volunteer or other constituent involved in what we are doing. The donor this day and age needs to feel connected with the organization they support. It’s no longer just about the money someone gives you, but how they engage and get involved with the organization. Because people want to get involved – they want to feel part of something bigger then themselves. This might include volunteering or offering gifts in kind or simply being a friend of the organization. Regardless, at this stage we are drawing them into our vision and mission in a deeper way.

DEDICATION:  The next step is for people to feel a strong enough connection that they are truly dedicated to the mission and purpose of the nonprofit. In other words, they may offer money and they may offer their time – but either way, at this stage they are feeling much more connected in a personal and perhaps emotional way. They are no longer just a donor or a volunteer – they have now somehow stepped over a line that makes them feel they are a part of something bigger then themselves.

ADVOCACY: During this stage the donor, volunteer, board member, community person, etc – is feeling like they are really, really connected to the nonprofit. They love who you are and what you do. They will talk about you and they will unabashedly let people know they are “connected” to your organization. These are the people that may give lots of money during their life or leave a legacy gift at death, but most importantly they identify with your organization and tell the world that you “are the best charity that ever existed”. At this stage the money will follow. We don’t need to overly solicit them or convince them to support you – they do it on their own because they are true advocates.

So, at the end of the day we are most interested in connecting with people at a much deeper level then just receiving their money. Yes, we want to engage their wallet – but more importantly we want to engage their heart and their mind and connect with them on a very personal, transformative level so they become true advocates - and faithful givers at the same time…