Let’s face it, donors give using their hearts, not their heads.
All too often, nonprofits try to convince donors to give using facts and figures, thinking that educating the donor will move them to give. Nothing could be further from the truth. Education is nice, but in the end, it’s not the deciding factor in giving.
I’m reading a fantastic book by fundraising communications guru, Jeff Brooks, Creative Director at TrueSense Marketing entitled “The Fundraiser’s Guide to Irresistible Communications.” This is a must read for every fundraiser.
I have always advised my clients to write fundraising appeals in language their mother or grandmother would understand. Why? Studies have shown many donors who make larger gifts are middle-aged women, and regardless of gender, our attention spans are shortening. If the reader has to stop and try to understand the lofty “program-speak” you are using in your communications, the party is over. We must learn to show donor impact and “donor love” in writing, not “agency love for ourselves.” And that means boiling it down to one person, one story, one phrase.
My favorite example from Jeff’s Book is this:
“Maybe your mission is ‘Bolster the reproductive capacity of key cetacean species through habitat preservation.’ In fundraising, you need to say ‘Save the whales.’ ” It’s that simple.
I’d love to hear your thoughts on this!
Wishing you greater nonprofit abundance and success!
Ayda