So I assumed I’d provide you with a easy problem to strive. However first, just a few fundamentals.
3 Errors Nonprofit Leaders make of their Fundraising Letters
Junk mail is considered one of the most studied types of advertising. We all know what works. And what works is counter-intuitive.
- In nonprofits, we are inclined to assume that “if individuals simply knew sufficient about us, they’ll give. Not true. It they know extra about us, they’ll simply know extra about us. For them to provide, they must be requested.
- We have a tendency to write down these letters in a means that may get a impress our highschool English trainer so we’ll get an excellent grade. Good grades are usually not what these fundraising letters are for. Fundraising letters are despatched to boost funds. The trainer is paid to learn your writing. Your donors aren’t. It’s as much as us to make the letters tremendous simple to know.
- Asking is uncomfortable. So we attempt to present the reader that we’re good at what we do. We share success. We share completely satisfied endings. So donors understandably hear “All the things is ok. Issues are going nice.” However they’re not. If every thing have been high quality, our nonprofit wouldn’t be wanted. Issues are usually not high quality. It’s our responsibility to share the issue with the donor. Clearly. And ask the donor to assist be a part of the answer.
The Pink Pen Problem for Fundraising Letters
Top-of-the-line methods to assist a donor clearly perceive what we’re asking is by, what I name, “we-eding” our letters.
Should you’re like most of us, your nonprofit letters discuss rather a lot about your nonprofit. Numerous references of: “We this”, “Our that”, and a few extra references to “we.”
Donors aren’t silly. They know the reward to our nonprofit is to assist the nonprofit do the work. However they should see what the reward will do. What affect will it have?
Saying, “Will you assist our nonprofit’s workers feed a child?” isn’t as clear as “Will you feed a child?” The references to the nonprofit are placing pointless friction within the course of.
- Take the fundraising letter you propose on sending subsequent. And seize a purple Sharpie and a black Sharpie.
- With the purple Sharpie, circle each reference to your nonprofit, your nonprofit’s title, and the phrases “we,” “us,” and “our.” Why purple? These phrases put your fundraising within the purple.
- With the black Sharpie, circle each reference to your reader together with phrases “you,” “your,” and “yours.” Why black? These phrases enhance your fundraising outcomes.
As you we-ed your letters, you’ll assist a donor extra clearly see what their reward will truly do. Individuals need to assist. So make it simpler for them by we-eding your letters.
Will you’re taking the problem? Attempt the Pink Pen Problem in your subsequent fundraising letter and let me know the way it goes within the feedback beneath!