Are you making it hard to give?

Are you getting between donors and your mission?

With the best possible intentions, you just might be. It’s the curse of knowledge that every dedicated fundraiser develops. You know your organization’s work, inside and out. (You have to if you’re going to do a great job – so I know you do!) You understand the details and find them fascinating.

And all of that is good…

Until it gets between your mission and your donors.

You celebrate the organization and staff

By all means, this is important for staff morale. But staff morale isn’t a donor’s job. So throw a party now and then. Send people home a little early when the weather is nice. Thank people, often and sincerely, for their work.

You don’t need credit; you need funds

When you’re communicating with donors, give them the credit. That credit sows the seeds of responsibility… which helps make long-term donors.

When you’re communicating with donors, resist the urge to use “we” unless that we obviously includes them. Show them how they’re bringing your mission to life. “Thanks to you…” “Because of you…” “Your kindness meant…” These are all magic phrases that pull the donor into your work. Now, they’re not ATMs; they’re part of the work. A part that matters.

(And this does not in any way lead to “donor dominance.” Put that right out of your head. Donors are partners, and partners matter.)

Keep it simple

You understand the nuance of your work. Every small detail that leads to accomplishing your mission? You get it all.

But can you explain it to a stranger in a way that immediately makes sense? What if that stranger is 11? Simplicity isn’t about “dumbing something down.” And your donors are smart. They’re just not immersed in your organization’s work day by day, hour by hour.

So make it easy. This is hard to do in many cases. You may need to really work at it. Maybe it’s your elevator speech (ready at a second’s notice when you bump into someone who expresses interest). Or maybe it’s your donor communications – where you’re talking directly to the people who do, or might, support your work.

Simple isn’t stupid. Simple is kind. And simple is smart – if you need donations.

Here’s a great piece on LinkedIn about simplifying how you talk about your work, from
Mubarakat AwosanyaMubarakat Awosanya. (Hat tip to my friend Tom Ahern for leading me to it.)

When you’re writing for donors, measure the grade level. (There are online options for this, or if you use Microsoft products, it’s built in to Docs – see “Check Document” then “Stats”.) You want to be between grades 4-6. Yup, that simple. Not because your readers aren’t bright. Because they’re busy. And you want what you’re telling them to get into their minds on the way to their hearts.

One tip: your reply form is VERY important

You may pour your heart into your appeal. And you should. But remember that your reply form is critically important. You could have reached right into a donor’s heart, made them want to help immediately, and then lose them when your tiny buckslip, with 9-point type, has to be dealt with. They don’t have to deal with that… so many will simply sigh and put it aside.

Use a full page instead. Print all the information you have already – name, address, etc. Leave lots of room for anything donors are asked to fill in. And yeah, include a postage-paid envelope. The back of the reply can be used for a number of things – like a monthly ask, or a legacy reminder.

Another tip: your thank you matters more than you think

I recently got a thank you that stunned me. Not in a good way. A few pro forma sentences. I have a long history with this organization… that thank you was a slap in the face.

Spend time to craft a really good thank you. It’s relationship building. It’s the bridge to the next gift. It needs to make your donors – whatever size their gift – feel loved.

In short: be kind to the people who want to give.

Next week, I’ll be giving a presentation about appeal writing at the How Do I? Conference. It’s not too late to join me and a great group of experts. You can learn more here. And if you decide to come, use code Handson for a 15% discount.