Communicate!

Helping you win loyal friends through your communications

Fundraising Tuesday: Get the Picture

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stand out

Photos make your appeal stand out

At the end of 2015, I went through all the appeal letters nonprofits had sent me. (Yes, yours too.) What I found was shocking.

People are becoming more visually oriented, and a photo helps your appeal stand out. Yet 40 of 90 letters I received were text only!

Another 24 included blurry black-and-white photos, or nice color photos that added nothing to the message.

What a wasted opportunity!

What a Photo Does for Your Fundraising Letter

Words matter–but only if people read them.

When a donor receives your letter, she takes about three seconds to decide whether to read it or throw it in the recycling. In three seconds, what can she see? Possibly:

invite meBut more than any of these, a photo with a caption invites the donor in.

<–See what I mean?

Time to Take the Photos

I’m a words guy. Like the candidate who shall not be named on this blog, I have good words. But they do my nonprofit no good if nobody reads them.

You have a camera in your pocket. Use it. Every week–every day, if possible–snap a photo or two that help your nonprofit organization tell its stories. Collect those photos in your storybank. When you write your fundraising letter, pick the photo first!

Then your fundraising letter will stand out like a penguin wearing shades. And your future will be bright.

 

Every Tuesday this season, I’m offering a tip on how to write better fundraising appeals. Find the rest of the series under Fundraising Tuesday.

Goldilocks and the Three Nonprofits

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just right

When are your communications just right?

Once upon a time, there was a little girl named Goldilocks.  She liked to give away money.

One day Goldilocks went exploring the forest of letters, email, and online posts she received.  She found herself in the house of three nonprofits.  She sat down at their table and sampled what they were offering.

She tasted the first nonprofit.  “Oh, this is too hot!” she exclaimed.  The nonprofit was sending her something every day, and all of it was peppered with funding appeals.

She tasted the second nonprofit.  “This is far too cold,” she realized.  The nonprofit was communicating with her only when it was asking for money.  And by the time she received a thank-you letter, she’d reached the bottom of the bowl.  She had no appetite for any more donations.

Goldilocks tasted the third nonprofit.  “Ahhh,” she breathed.  “This is just right!” Here was the porridge she’d been looking for.  The main ingredient was content that pleased her palate, spiced with a healthy dash of humor and with nuggets of information to chew on.  The funding appeals had absorbed the flavor of the dish and went down smoothly.

“Someone’s been eating my porridge,” Goldilocks heard a voice say.  There was the Communications Director of the third nonprofit, smiling.  And behind her was the Development Director, asking “Would someone like to sit in my chair at my next event?”

 

TY Thursday: Great TY Letters

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thank-you letter

We’ve been talking about “creative” ways to thank your donors using videos, phone calls, poetry, and gifts. But who says a traditional thank-you letter can’t be creative too?

What You Need to Know Before You Thank

First, get the basics right. As Allison Gauss reminds us:

For a truly meaningful thank you, there are a few things you should know about the person you’re thanking.

  1. Who is the donor?
  2. Which campaign or program did they give to?
  3. How will you turn their gift into impact?

Great Advice on How to Start

Once you know your donor and you can state how their donation will make a difference, you can start writing. Where do you start? You’re in luck! Generous experts have given us all great advice on to write letters our donors will treasure.

Writing the Ideal Thank-You Letter

I’d be silly not to mention my own article, The Ideal Thank-You Letter Went Out Today. If you wrote the ideal thank-you letter, you:

  • Called me by name.
  • Confirmed how much I gave you.
  • Told me how my gift would make a difference.
  • Illustrated my impact with a story.  Another story, besides the one in your appeal.
  • Included a photo or image to make my impact real.
  • Told me about how else I can help: by volunteering, or liking you on Facebook, or spreading the word to my friends. (The famous “call to action.”)
  • Signed it by hand, and wrote something just for me.

It’s Never Too Late

Are you looking back at that perfunctory piece of paper you mailed in January and wishing you had taken the time to write a better letter? It’s never too late!

Pick some first-time donors, some loyal donors, and some major donors from your list.

Write to them, “I was thinking of you again today because something happened today that only happened because you gave.”

Tell them a story. Show them a photo. Give them the details. And give them the credit.

Your donors will thank you!

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