What Fundraising Teaches Us About Legal Marketing (Part A)

As lawyers, we're not in the business of fundraising. Sure, we may have participated in a "walk for the cure" or two, or tossed change in a collection pot for the Salvation Army when the holiday bells start ringing, but fundraising work is not necessarily our forte. These are just two of the many examples of ways organizations get people to part with money for a "cause" rather than a "want."

Fundraising is one of the most difficult forms of marketing for that very reason - when people part with their money they usually expect something in return (whether it's a tangible item or a service). Getting individuals to donate their money for nothing more than good vibes is pretty hard - but organizations are still able to raise thousands of dollars every day.

How do fundraisers do it?

Probably one of the best methods of fundraising I've seen is to disguise the fact that you're asking for donations. Clever marketing tactics change "give us money" to something entirely different. Think of when a grocery store partners with a charity and they ask if you want to round your total up to the nearest dollar. Sure, it's only a few cents, but when hundreds of customers participate without a second thought, those few cents can add up to an impressive amount.

The same principle can be applied to legal marketing; when you're not directly telling your client "you have been injured, you need to hire me now" your lawyer advertising won't seem so abrasive. The grocery store doesn't ask you to donate an outright amount. Instead, they ask if you'd like to round up your total - an act unrelated to the typical donation to a charity. Then, they inform you that action will go to benefit Charity X, the real goal of their actions.

You can apply this to your legal marketing, too! When you offer your clients a free copy of your consumer guide, you're not directly forcing a lawyer advertising method upon them, you're giving them valuable information at no cost. What they don't realize is that your book is not only a great guide to your practice area, but it's also your legal marketing reminder that should they decide they need to file a claim, you're there to help.

Continue reading to learn how fundraising tactics really get it right when they approach potential donors where they shop, work, and play rather than only at home. (Hint: This is how your legal marketing should operate!)

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Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.