I have spent decades walking alongside missions that do extraordinary work. In recent years, mission leaders share the same quiet frustration: Their community respects them; they have a solid reputation; but when it comes to giving, action doesn’t match sentiment.
If this sounds familiar, it’s time to face a simple truth: People have made their giving decisions before they ever receive your appeal for funds. The organizations raising the most are the ones already top of mind.
That “first thought” has a name. It’s called primacy.
What is primacy?
Primacy is being the first organization people think of when they ask:
- Who is actually solving this?
- Who should I give to for the most impact?
- Who do I trust to use my money wisely?
In plain terms, primacy is being THE PRIMARY choice when it comes to giving. They don't have to think about who to trust. They already know. Awareness says, “I know you.” Primacy says, “I choose you.”
It’s about owning ONE clear idea.
“The mission is the place where ______________.”
“TRANSFORMATION? Who knew?”
RKD’s Marketing Science group conducted a survey on behalf of rescue missions assessing barriers to giving. The results are shocking, but not surprising.
Key Discovery: Roughly half of current donors and prospects believe homeless service organizations are a temporary fix, not a permanent solution.
Takeaway: Regardless of what you really do, your neighbors likely still think of you as “three hots and a cot.” It shows in their giving. It explains why nearly half of your gifts arrive in a brief 90ish-day holiday window.
But it doesn’t have to be this way.
Imagine a world where near-holiday giving levels are the norm all year round. Imagine a community that believes you are the solution to the core issues of those who come to you. Imagine neighbors talking about you as the place where the most “hopeless” among us are able to walk out of your doors sober, employed, faithful, reunited with family and as productive members of your community.
This is TRANSFORMATION. It’s the why and the what of your mission.
So why don’t more people know it?
Why Your Website and Media Matter More Than Ever
Meals: They’re important to the people you serve and to your fundraising. People love to help feed hungry neighbors during the holidays. Their giving is often a reactionary response to avoid the thought of someone going hungry on Thanksgiving.
But what about the other nine months of the year? This is a time when obligation must be replaced by inspiration!
For far too many years (decades), direct mail and some seasonal radio PSAs were the primary vehicles shaping who you were in the public eye. Today, your website and paid media are your front door to welcoming donors and prospects into your core mission.
Inspired giving starts here. Through digital, you form perception before a donor ever receives an appeal. Your website is your brand headquarters. It silently answers the question every donor is asking: Is this the organization that truly understands the problem and knows how to bring real life change?
Paid media extends that belief into the community. It teaches, reinforces and repeats the same truth over, and over, and over, and over . . .
Think of it this way: If direct response is the conversation, digital is your reputation. It matters more than ever.
This Is Leadership, Not Competition
So, who owns TRANSFORMATION in your community? Here’s what you can expect when you do:
- You attract more giving partners—not just more gifts
- You define success metrics for your market
- You set the tone of the conversation
- Others must differentiate from you
Five Easy Steps To Building Primacy
Building primacy takes patience and alignment. It is not a campaign. It is a discipline. Here are six foundational steps:
1. Own one clear idea everywhere
If someone cannot finish the sentence, “This mission is where ...” primacy cannot form. Clarity always comes before creativity.
2. Make your website the authority
Move from information to proof. Show transformation, not just programs. Help visitors see that you understand the problem and the path forward.
3. Use paid media to teach the community
Repetition builds ownership. Say the same thing, the same way, again and again. You are not waiting to be discovered. You are showing up on purpose.
4. Let direct response do what it does best
Direct response is excellent at converting belief into action. Let it focus on response, not education.
5. Think like a category leader
Category leaders do not compete for attention. They set the standard. Others differentiate from them. Act like the standard, not a participant.
Primacy isn’t about louder fundraising or outpacing the mission down the street. It’s about faithfully and consistently telling the truth about the transformation God is bringing through your work. When a community clearly understands who you are and why you exist, generosity follows naturally.
If your mission isn’t yet the first thought when someone considers giving, that isn’t a failure—it’s an invitation. With clarity, patience and alignment, you can become the place people trust most to bring lasting change.
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