So I believed I’d offer you a easy problem to strive. However first, a couple of fundamentals.
3 Errors Nonprofit Leaders make of their Fundraising Letters
Unsolicited mail is one among 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 present, they should be requested.
- We have a tendency to jot down these letters in a means that will get a impress our highschool English instructor so we’ll get a very good grade. Good grades will not be 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 simple to grasp.
- Asking is uncomfortable. So we attempt to present the reader that we’re good at what we do. We share success. We share blissful endings. So donors understandably hear “All the pieces is okay. Issues are going nice.” However they’re not. If all the things have been high quality, our nonprofit wouldn’t be wanted. Issues will not be high quality. It’s our obligation to share the issue with the donor. Clearly. And ask the donor to assist be a part of the answer.
The Crimson Pen Problem for Fundraising Letters
Among the best methods to assist a donor clearly perceive what we’re asking is by, what I name, “we-eding” our letters.
If you happen to’re like most of us, your nonprofit letters discuss rather a lot about your nonprofit. Plenty of 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 employees 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 intend on sending subsequent. And seize a crimson Sharpie and a black Sharpie.
- With the crimson Sharpie, circle each reference to your nonprofit, your nonprofit’s identify, and the phrases “we,” “us,” and “our.” Why crimson? These phrases put your fundraising within the crimson.
- 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? Strive the Crimson Pen Problem in your subsequent fundraising letter and let me know the way it goes within the feedback under!
