So I believed I’d offer you a easy problem to attempt. However first, just a few fundamentals.
3 Errors Nonprofit Leaders make of their Fundraising Letters
Junk mail is certainly one of the most studied types of advertising. We all know what works. And what works is counter-intuitive.
- In nonprofits, we are likely to suppose 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 present, they have to be requested.
- We have a tendency to jot down these letters in a approach that may get a impress our highschool English instructor so we’ll get grade. Good grades should not what these fundraising letters are for. Fundraising letters are despatched to lift funds. The instructor is paid to learn your writing. Your donors aren’t. It’s as much as us to make the letters tremendous straightforward 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 comfortable endings. So donors understandably hear “The whole lot is okay. Issues are going nice.” However they’re not. If the whole lot had been positive, our nonprofit wouldn’t be wanted. Issues should not positive. 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 Purple Pen Problem for Fundraising Letters
The most effective methods to assist a donor clearly perceive what we’re asking is by, what I name, “we-eding” our letters.
For those who’re like most of us, your nonprofit letters discuss so much about your nonprofit. A lot of references of: “We this”, “Our that”, and a few extra references to “we.”
Donors aren’t silly. They know the present to our nonprofit is to assist the nonprofit do the work. However they should see what the present 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 identify, 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 present will really do. Individuals need to assist. So make it simpler for them by we-eding your letters.
Will you are taking the problem? Attempt the Purple Pen Problem in your subsequent fundraising letter and let me know the way it goes within the feedback under!