Ep 90: Framing your donations as investments with Greg Harrell Edge from Coachart

Relish THIS: The Nonprofit Marketing Podcast

A small adjustment in the language you use can make a big impact on your outcomes.
A lot of nonprofits, in fact, MOST nonprofits, talk about donations in terms of “gifts”. This tees up a certain dynamic – one with low expectations which can reduce the frequency and volume of said “gift”.
My guest today is Greg Harrell-Edge, the Executive Director at CoachArt. He and his team have completely reimagined how they talk about donations to reframe the narrative to one with heightened expectations, resulting in an increase in revenue and engagement with their donors.
Instead of simply being a donor who gives a gift to the organization, CoachArt uses language framed around “investment” language. They talk about IPOs and ROI and use similar language that transitions the relationship they are building with their stakeholders from one that is a one-way exchange of value into one where there is increased interest and investment in the outcomes, creating more of a two-way relationship with donors.
This was an incredibly fascinating conversation jam-packed with valuable insights that can be applied to any organization’s playbook.

Links:

https://coachart.org/

Surveymonkey Audience: https://www.surveymonkey.com/market-research/solutions/audience-panel/

LinkedIn: https://www.linkedin.com/in/gregharrelledge/

Expectations vs. Agreements: https://relishstudio.com/wp-content/uploads/2022/08/Expectation-vs-Agreement.mp3

Ask:
Head to CoachArt’s website and Join our Impact Investment Club