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You are here: Home / Donor communications / Want to reach more donors? Spill your guts.

Want to reach more donors? Spill your guts.

Girl at window

 

My plea for emotional copywriting.

There are some “tricks” you can use to improve your appeal. Simple things, really, like better formatting. I mentioned 8 things you can do to improve your letters here. And how you can improve your writing by keeping it simple here.

But there’s one thing you can do that you can’t reduce to a formula or a checklist. And it’s one too many people avoid when they’re trying to write to donors.

You’ve got to wear your heart right out there on your sleeve.

Maybe even on the front of your shirt.

In neon.

To make your writing effective, to make it feel sincere, you’ve got to dig into yourself. You’re going to have to let go a little and allow yourself to feel all the feels.

Think of it like acting.

Back in my pre-kids life, I enjoyed performing. I loved to sing and dance and act. Acting could be a challenge. I had to dig into my character, think about his or her emotions and live them – even if just for a little while.

Well, I was writing a thank you letter recently. And I realized I was doing pretty much the same thing.

No, there wasn’t a character. But there was an idea, a profile, of the person who’d be reading this letter. And of the person the reader would want to hear from.

You have to become the writer (or the best possible, most sympathetic version of the writer). And you have to become the reader, as well.

As the writer, you want to think about:

  • What is it I’ve experienced that will tell the story of my organization?
  • What do I feel every day when I see the problems a donation will help?
  • How do the people we serve feel about the work?

Note I’m not suggesting a list of programs here. You don’t want to include an organizational resume.

Because you’re selling benefits (to the community, the people you help, the donor) not features (all the cool things your organization does). Remember, you’re not going to amaze people into giving.

As the donor, you want to think about:

  • How will I feel when I read this?
  • Is it about me?
  • Why should I care – why should I get emotional about this?
  • What is it I can do to help?

There are other characters to consider, as well. If you’re telling a story about someone your organization has helped, you need to get into his skin.

 

The bottom line?

Actors have to be willing to be vulnerable. They expose emotions to an audience. It can leave them feeling raw, exposed – but also exultant. It’s a very human experience.

So is giving. And your writing needs to be just as vulnerable, exposed and human.

That’s how you win hearts – and donations.

 

Photo thanks to Shlomit Wolf

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Filed Under: Donor communications, Uncategorized Tagged With: donor-centered fundraising, emotional appeal, fundraising appeal 9 Comments

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Comments

  1. Gregory Warner says

    June 9, 2015 at 12:31 pm

    Also, it’s great to help your supporters spill their guts to you too.

    It’s all about engagement and two-way interactions these days.

    When they spill their guts, they’ll be showing you how you should engage them further. They’ll get closer to your organization. They’ll bond with your mission more.

    Reply
    • Mary Cahalane says

      June 9, 2015 at 12:34 pm

      Yes! Absolutely, Greg. Giving is an emotional – and emotionally rewarding – experience. Learning what moves your donors is critical!

      Reply
  2. Helen says

    July 6, 2015 at 12:09 pm

    Thanks for the beautiful reminder that at the root of giving is empathy and compassion. Love, Helen.

    Reply
    • Mary Cahalane says

      July 6, 2015 at 2:19 pm

      Thank you, Helen!

      Reply

Trackbacks

  1. Fundraising Friday | June 12, 2015 | Pamela Grow says:
    June 12, 2015 at 6:59 am

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    June 23, 2015 at 11:44 am

    […] And never hold back on the emotion – especially when thanking your donors. […]

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    March 8, 2016 at 11:52 am

    […] be successful you have to put your heart on the line. You have to risk writing […]

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    March 22, 2016 at 11:49 am

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    August 10, 2018 at 6:02 am

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