Using the “AIDA” Advertising Formula for Fundraising Success
Advertising is a $1.14 trillion industry for one reason: it works. According to an Adobe survey, 78% of consumers have been inspired to make a purchase after viewing an advertisement.
An advertisement is simply a picture, text, etc., which is used to make a product or service known and persuade people to buy it (Cambridge Dictionary). Compare this to a fundraising appeal, which is visuals or messaging to persuade donors to give money to a nonprofit organization. The similarities are striking.
So, how can you utilize advertising strategies to enhance your fundraising appeals and raise more money? One way is by utilizing the advertising formula “AIDA”.
AIDA stands for Attention, Interest, Desire, Action.
In advertising, the Attention step is making potential customers aware of the product or service being sold. Next, ads spark Interest in the product’s qualities and benefits. Desire moves the customer from “I like that” to “I want that”. Finally, the customer is moved to Action (making a purchase).
This formula can also be applied to your fundraising appeals:
Grab your audience’s Attention: “Our children are going hungry at an alarming rate!”
Pique their Interest: “1 in 3 students who receive free or reduced school lunch goes without at least two meals per weekend.”
Arouse their Desire to help: “But we can fill that need.”
Prompt the prospective donor to take Action: “Your monthly gift of $25 will provide weekend meal kits to five children facing food insecurity in our community.”
For example:
“Our city is facing a food insecurity crisis - our children are going hungry” Grab their attention
“1 in 3 students who receive free or reduced school lunch reports that they miss at least two meals over weekends. Children in food-insecure households lack proper nutrition and this impacts their health across physical, social-emotional, and cognitive functions.” Make them interested
“But, there is a solution. Our nonprofit provides weekend meal kits to students across the city each week, so every child has the opportunity to grow and thrive without hunger.” Stimulate their desire to help
“We currently distribute over 850 meal kits to students each Friday, but we need to help over 700 more. We’re ready, but your help is critical for success. Your monthly gift of $25 will provide weekend meal kits to five children facing food insecurity in our town. Join us to close the meal gap and nourish the students in our community. Prompt them to take action and get involved
The AIDA model is a great way to structure your messaging and inspire readers/listeners/viewers to take action for your cause. Let me know if the AIDA formula boosts your fundraising appeal and donor engagement!
If your organization needs help crafting persuasive messaging and appeals, contact us to discuss how we can take your story to the next level.
