One of the first rules of non profit marketing that you must master is the law of empathy. People are moved and touched by people who resemble them and seem similar to them.

It doesnt matter if you aim at fund raising or recruting volunteers – you should always aspire to implement this rule.

For example if you want to promote a cause that relates to people – choose the figures you plan to use for the promotion wisely. They should be as similar as possible in age, gender, location etc. to the target audiance.

The same implies to fund raising – in your presentation make sure to use as many personal stories, names of places and other characteristics that imply to the audience that is supposed to donate to your organization.

On your website it implies to the videos you show, the articles you write, the writers that you choose to write for you, the success stories you plan to publish, the projects you wish to launch and so on.

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