So I thought I’d give you a simple challenge to try. But first, a few basics.
3 Mistakes Nonprofit Leaders make in their Fundraising Letters
Direct mail is one of the most studied forms of marketing. We know what works. And what works is counter-intuitive.
- In nonprofits, we tend to think that “if people just knew enough about us, they’ll give. Not true. It they know more about us, they’ll just know more about us. For them to give, they need to be asked.
- We tend to write these letters in a way that would get a impress our high school English teacher so we’ll get a good grade. Good grades are not what these fundraising letters are for. Fundraising letters are sent to raise funds. The teacher is paid to read your writing. Your donors aren’t. It’s up to us to make the letters super easy to understand.
- Asking is uncomfortable. So we try to show the reader that we’re good at what we do. We share success. We share happy endings. So donors understandably hear “Everything is fine. Things are going great.” But they’re not. If everything were fine, our nonprofit wouldn’t be needed. Things are not fine. It’s our duty to share the problem with the donor. Clearly. And ask the donor to help be part of the solution.
The Red Pen Challenge for Fundraising Letters
One of the best ways to help a donor clearly understand what we’re asking is by, what I call, “we-eding” our letters.
If you’re like most of us, your nonprofit letters talk a lot about your nonprofit. Lots of references of: “We this”, “Our that”, and some more references to “we.”
Donors aren’t stupid. They know the gift to our nonprofit is to help the nonprofit do the work. But they need to see what the gift will do. What impact will it have?
Saying, “Will you help our nonprofit’s staff feed a kid?” isn’t as clear as “Will you feed a kid?” The references to the nonprofit are putting unnecessary friction in the process.
- Take the fundraising letter you plan on sending next. And grab a red Sharpie and a black Sharpie.
- With the red Sharpie, circle every reference to your nonprofit, your nonprofit’s name, and the words “we,” “us,” and “our.” Why red? These words put your fundraising in the red.
- With the black Sharpie, circle every reference to your reader including words “you,” “your,” and “yours.” Why black? These words increase your fundraising results.
As you we-ed your letters, you’ll help a donor more clearly see what their gift will actually do. People want to help. So make it easier for them by we-eding your letters.
Will you take the challenge? Try the Red Pen Challenge on your next fundraising letter and let me know how it goes in the comments below!
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