Given that I’m hiding out in New Zealand, I probably received far fewer email fundraising appeals than most Agitator readers during the end-of-the-year bombardment.

[In fact, my concealment is working, I can’t recall but one NZ-based charity ‘discovering’ me as an online target (compared to three mail appeals).]

Most of what I did receive turned me off … I’m now a dedicated year-end NON-giver.

When I give, I’m more likely to give from the heart, and not as part of a fire sale.

There’s nothing more heartless than being prodded give in order to help some organization meet its year-end target … what do I care about their ginned-up target? Or to take advantage of their ‘Last day only’ 47 to 1 match. Gimme a break.

So make a note fundraisers … Belford won’t give in December. Don’t bother trying.

I might be interested in February or May or September, but you’ll have to offer me more than a clock ticking against some contrived deadline. That might work if I were a watchmaker.

Instead, tell me about how my contribution will help me (not you) accomplish something important that I might care about.

99% of the appeals I received in the final avalanche did no such thing.

Here’s one that came closer than most. It came with the terrific subject line: ‘A reason to smile’. Don’t you think that’s more enticing than: ’12 hours until our 3:1 match ends’ or ‘Only $42,000 short of our goal’?


Give Happiness … I like that.

It made me smile, not smirk.


This article was posted in: Communications, Copywriting / creative, Online fundraising and marketing.
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