You’ve heard it before: a magic word that will transform your fundraising.
So you dutifully make sure that word is everywhere.
But maybe it doesn’t do as much magic as you’d expected.
You is magic, but there’s more to it than that.
Donor-focused writing matters
Of course, it does. No one is that fascinated by your organization. (Sorry.)
We will always be fascinated by ourselves, however.
Our eyes go right to the word you – because it signals to us that what we’re reading might concern us.
“Pay attention!” it says.
But we’re not stupid.
If all you do is sprinkle that word in your otherwise organization-focused copy, you’re not likely to hold a reader’s attention long.
Here’s why I think you matters
When I remind myself to use the word, it changes how I think about communicating.
Used right, it forces me to stop selling the organization’s features (“We’ve helped thousands of people! And we’re all good-looking, too!”).
Instead, I elbow the organization out of the way and make room for the donor.
When the protagonist in my little story stops being the organization and starts being the donor… then it’s natural that the word you appears often.
I’m talking to the person who matters!
“Here’s why you’ll feel great when you give.”
“Here’s why you have the power to change a bad situation.”
“Here’s why you are generous and kind!”
That’s when you becomes meaningful.
Photo thanks to Kaique Rocha