Communicate!

Helping you win loyal friends through your communications

TY Thursday: Because of You

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My friend Joan reads this blog religiously, and she’s always on the lookout for nonprofits that are taking my advice. Here’s a thank-you email that Joan has shared with us all.

It’s not an ideal thank-you.

  • The “On behalf of” opening line is a waste of words.
  • The sentence that includes both donors and people who included the organization in their prayers shows that they don’t know which group she belongs to–they haven’t segmented their list.
  • And as Joan notes, the idea that she has made this particular nonprofit “a priority” is a sign that they don’t know her very well yet.

Four things make this TY stand out:

  1. The From: line is personal. It’s a message from a particular person, not an organization or, even worse, an auto-answering program.
  2. The photo is personal. It puts a face to the name, so Joan can picture Ralph McCloud saying the words that follow, directly to her.
  3. The salutation is personal. It says “Dear Joan,” not “Dear Friend.”
  4. The message is personal. “What a blessing you are to us” is the kind of thing one Catholic would say to another. By repeating that message in the Subject line, in the photo, and in the body of the email, Catholic Mobilizing Network emphasizes what Joan and Ralph and CMN have in common.

Over all, the message has a recurring motif: “Because of you.”

CMN is working hard to make Joan the hero of the story. In your thank-you letters and emails, are you telling your donors “because of you”?

Blessing you are to us

Dear Joan,

On behalf of Catholic Mobilizing Network’s Board of Directors, I want to say thank you.

Whether you supported CMN financially this Christmas season, or included us in your intentions and prayers, it is because of you that CMN is able to thrive in its mission to end the death penalty and promote restorative justice.

What a blessing you are to us.

We live in a time where it seems like human dignity is under attack on many fronts. As a community of believers, we are called to respond with justice and mercy. But this can be a challenging commission, especially when our time, energy, and financial capacity are all stretched thin.

I know there are a lot of worthy causes out there; that is why I am grateful that you have made CMN a priority in your end-of-year giving.

Your support of CMN affirms your bold commitment to upholding the human dignity of all people — including even those who might have caused or suffered great harm.

Because of you, CMN is able to pursue a criminal legal system that values life, hope, and healing. And for that, I am deeply grateful.

Thank you,

Ralph McCloud, Treasurer
CMN Board of Directors

Fundraising Tuesday: Are You Storytelling Or Just Documenting?

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When a donor does open your appeal letter, after their own name and the P.S. at the end of the letter, the photos grab their attention.

But what do your photos do with the attention, once they have it?

Nothing to see here

Some photos say, “Move on, nothing  to see here.”

Others say, “Let me tell you a story.”

What’s the difference between the two kinds of photos?”

What Makes a Story a Story

just right

When are your stories just right?

We know a story when we hear it. Try telling a child, “A girl went into a stranger’s house, sat in a chair, and ate some porridge. Then she lay down in a bed and fell asleep. The house belonged to a family of bears. Fortunately, she woke up and ran away. The End.”

Do you think your child will ask for that story again? I don’t either!

As Andy Goodman tells us, “To make sure you cover all of the basics of story structure, here are the beginnings of seven sentences that can help you with the process.”

  • Once upon a time… (This starts the story off and introduces our protagonist)
  • And every day… (This will set up how life was before the Inciting Incident)
  • Until one day… (This begins the action of the story with the Inciting Incident and the Goal)
  • And because of this… (This introduces the barriers or obstacles the protagonist faces)
  • And because of this… (There could be several barriers)
  • Until finally…(This ends the story with the Resolution)

A Photo that Tells the Tale

It’s easy enough to write a story with words. How do you write a story with a photo? You’ll know your photo is telling the tale if it does six things:

  1. Features one, at most two, people.
  2. Shows them doing something–not just head shots.
  3. Focuses on the same person whose story the nonprofit told in the text of the letter.
  4. Reinforces the message about the problem.
  5. Reinforces the message about the urgency.
  6. Makes an emotional connection between the person in the photo and the donor viewing the photo and reading the letter.

Here’s an example from the appeal letters that nonprofits sent me last December.

Girl holding chickLook at this photo. I’m intentionally showing it to you without any language from the appeal letter it came in. All by itself, this photo tells a story.

Even if you never heard of Heifer International before, you would look at this photo and think:

“Girl, smiling–because she’s holding that baby chick in her hands. New Life…for her? And I can make that happen for her with a donation?”

That’s a whole lot of storytelling with just one photo!

In coming weeks, we’ll feature more great visual storytelling on the Communicate! blog. Watch for it!

Photos that Document but Say Nothing

Some nonprofits forget to take photos altogether, until after the moment passes. (Raise your hand if that’s you!)

Some take a ton of photos but don’t share them, or share them but don’t label them or sort them. Only the person who took the photo knows who’s in it or what it means, and when that person leaves, the photo is useless.

But even if your nonprofit takes photos, labels them, and shares them in some kind of story bank, they might not mean anything to your audience.

Runners on beach

Who are these people? Do you care?

Here are types of photos that signal “Nothing to see here, move along.”

  • People sitting at tables at an event.
  • People standing in a group.
  • People at a rally.
  • Professional head shots.
  • Photos with no people in them altogether.

Yes, there are exceptions. And yes, you might have good reasons to use these photos in a newsletter, or an annual report, or even online (where you can tag the people in the photo).

But your appeal letter is not the place for a photo that just documents an event. When you are asking for money, you must show a photo that instantly connects the donor with the typical person they will help by making their donation.

Start collecting that kind of photo today!

Fundraising Tuesday: Top Ten Steps to Fundraising During a Leadership Change

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A guest post by Robin Cabral of Development Consulting Solutions

At some point or another in an organization’s life cycle, there is bound to be a leadership transition. Whether the top leader decides to retire after many years of service or suddenly resigns, this transition will have an impact on the fundraising of the organization.

Leadership change can create a sense of instability and uncertainty for donors, especially if they have had a personal relationship with the leader. However, while they can be seen as adverse events, particularly under contentious transitions, leadership changes can be extremely positive, especially if a long-term leader has been in their position for many years.

Changes in leadership can often provide new momentum and contribute fresh energy to fundraising efforts, but they need to be positioned that way. Share on X

There are many moving parts in a leadership transition, and communication with the organization’s key stakeholders is crucial during this time. Successful organizations are able to connect with their donors and inspire a sense of confidence in them as the transition takes place.

Ten Steps that Will Reassure Your Donors

Below are some steps that I recommend for organizations undergoing a leadership transition (Tips for communicating during this time are further expanded on in a related article.):

  • A competent and communicative interim leader and/or leadership team should be appointed by the Board of Directors to provide a sense of continuity to key stakeholders and to ensure day-to-day operations continue in the absence of the previous leader. These interim leaders must resist making wholesale changes during the interim, as the new leader will bring with them their priorities and vision.

 

  • Develop a communication plan for donors at all levels. Donors must be kept informed of the transition process and impending search. Use in-person strategies for your top donors. Other segments of donors may be kept informed through electronic and traditional mail.

 

  • If the transition is contentious, a plan must be developed around key messaging so as not to stall or halt fundraising momentum, particularly if the organization is undergoing a major campaign effort.

 

  • Develop a schedule of meetings with key donors during this transition time. These meetings will allow for investments in the vision of the organization. Continue your fundraising pipeline and determine how to handle your transitioning leader’s portfolio.

 

  • Determine if you can use this as a fundraising “moment” to leverage the outgoing leader’s “personal capital” around a beloved leadership legacy, perhaps by creating a special fund in their honor.

 

  • Ensure that the fundraising staff provides an ongoing point of contact until a new leader is on board. Fundraising must continue during this time. Don’t let up on campaign momentum.

 

  • Increase your pace of communication with donors during this period. Advise them first of the change, tell them who the interim contact will be, and describe the transition plan.

 

  • Emphasize everyone’s importance to the organization. Share the impacts made by other members, not just leadership.

 

  • Once a new leader has been identified, communicate this promptly to donors and make introductions when possible. Develop a new leader transition plan. When a new leader has been chosen, this becomes a pivotal moment for the organization. You want to use this moment as an opportunity to begin building donor relationships with the new leader and to build confidence, comfort, and continued loyalty to the organization.

 

  • Schedule a series of “meet and greets” or events with top donors and have the new leader communicate his or her vision with other segments of donors using electronic and traditional mail. Introduce the new leader to the various organizational constituencies.

 

While leadership transitions are never relished, they can be expected as sure as change is change.

It can be assumed that leadership transitions will have an impact on fundraising during this time, and in some ways, it can be harmful. It can be expected that fundraising may be delayed, donors may be confused, publicity may be mixed, and morale may take a slump. Still, with the right transitional leadership and a plan for communicating with donors, these risks can certainly be mitigated.

Robin Cabral

Robin Cabral, MA, CFRE, MFIA serves fundraising professionals and executive directors who are new to fundraising and want to excel in their position or advance in their career. She provides proven fundraising strategies, tactics, and tools through coaching, training, and content for fundraising success.

 

Find out more at www.developmentconsultingsolutions.com. Follow Robin on LinkedIn, Like her on Facebook, and on Twitter: @RobinCabralCFRE

 

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