Okay, I admit it might already be too late. This nonsense is out there and may be growing in the wild. But if I can persuade you not to jump on this bandwagon, I’ll be very happy.
What am I talking about?
Appeals made to look like bills.
Yup, instead of a warm and genuine appeal, you get an alarming envelope that leads you to believe you’ve forgotten to pay a bill. Now, maybe you take those things in stride. But that’s enough to set off a panic attack for me.
It’s also crappy fundraising.
Asking someone to donate to your organization – to be part of a meaningful mission – isn’t about scaring people into giving. It’s about inviting them, through their big hearts, to give and help. They should feel important, and needed, and respected.
Not dunned for an overdue payment.
And of course, an appeal runs on emotions. Giving runs on emotions. But you want to instigate feelings like sorrow, or perhaps a touch of guilt, or even sometimes, joy. The key is that we make giving decisions from our hearts, not our heads.
So, yes, should you be aware of the emotions you choose to share with your donors when you create an appeal? Absolutely.
But do it with honesty and respect. “I know what a generous person you are. And your gift today could feed a family for an entire week. That’s a week free from feeling faint. A week free from going without so your child can eat. A week with much-needed nutrition.”
Not something like this:
Or this:
Your donors certainly deserve better than requests disguised as a bill. Does it get the envelope opened? Maybe. But then what? What’s the long-term cost in donor relationships?
You’re better than that, right?
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