The debate continues. I hope you’re reading the comments on our Agitator posts this week.
But whether it’s a donor pyramid, trapezoid, ladder or bucket, no one is going to donate, at any level, whatever tactics fundraisers throw at them, without effective messaging.
Now, most intelligent fundraisers (even if fundraiser is just one of your six or seven "titles" in a small nonprofit, can read a few books and blogs, subscribe to a couple of trade mags, study their competition, and get a decent understanding of the "mechanics" of fundraising … be it direct response, major gifts, planned giving. At least you won’t shoot your organization in the foot.
But, arguably, putting together an effective message is a different challenge … introducing "art" as well science. Not every fundraiser is equally adept at the craft, which requires some facility and "feel" for branding, differentiation, story-telling, simplifying the complex, donor psychology, timing and — when you get that all sorted — actual writing … from case statements to "elevator speeches" to direct response copy.
Nonprofit communications consultant Nancy Schwartz has polled 900+ nonprofit practitioners, and reports in Nonprofit Marketing Crisis that very few rate their own organizations’ messaging as compelling. Her survey is somewhat of a blunt instrument, but nonetheless it suggests a startling lack of confidence on the part of these folks in the effectiveness of their communications.
Roger will be addressing this next week, but to give you a head start on one piece of the message crafting challenge — direct response fundraising copy — here are 25 excellent and very practical tips from copywriter and all-around creative whiz, Jeff Brooks, writing in Fundraising Success.
Some of my favorites …
- How would the National Enquirer write it?
- Flunk your English teachers.
- Read your copy aloud.
Believe me, there’s sound experience behind these and the other 22! But as Jeff says, it’s easier said than done.
Tom
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This is so true. One of the problems is that many charities do not understand how much science (and art) is in good copy, whether a slogan, letter copy, email or website. Some of this comes from a culture in smaller organisations of doing everything for nothing, and being a jack of all trades (whether by choice or not). Sometimes a little bit of knowledge is a dangerous thing. There is also, whether at board level or otherwise, a reluctance quite often to invest – not understanding that spending $5,000 on a copywriter for an appeal might turn a million dollar income into two million dollars. That kind of return is not always there, but I’ve seen it more often than not when charities start to use skilled, understanding professionals for their copy.
So true.
Many of us land in nonprofit development with little to no training. I came from a grant-making background when I landed my first development job and had the good fortune of having studied direct marketing. My organization’s first appeal was a resounding success right off the bat. Sad to say that most of the nonprofit-specific coursework I’ve taken since then has provided little by way of applicable techniques.
Two additions to the 25:
1) Let them say it for you: use clients’, donors’, staff members’, etc. quotes liberally.
2) Use P.S. – and even P.P.S. – to reiterate your point.