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Love Your Audience

June 20, 2016 by Dennis Fischman 5 Comments

Do you know what hurts me?Rabbi Levi Yitzhak of Berdichev in the Ukraine, used to say that he had discovered the meaning of love from a drunken peasant. The rabbi was visiting the owner of a tavern in the Polish countryside. As he walked in, he saw two peasants at a table. Both were gloriously in their cups. Arms around each other, they were protesting how much each loved the other.

Suddenly Ivan said to Peter; “Peter, tell me, what hurts me?”

Bleary-eyed, Peter looked at Ivan: “How do I know what hurts you?”

Ivan’s answer was swift: “If you don’t know what hurts me, how can you say you love me?”

Love your audience.  Know what hurts them.

Know what excites them, frightens them, makes them happy, makes them proud.  Know what they want and what they detest.

Love your audience and you will frame messages just for them.  They won’t read your messages if they don’t feel the love.

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This May, Think of December Donors

May 3, 2016 by Dennis Fischman Leave a Comment

June-December

Prepare in May for a happy December

If you’re like most nonprofits, you get 30-40% of your annual donations in the month of December.

And if you’re like most nonprofits, your donors want a lot more from you…if you want them to renew their gifts.

 

Here’s what you can do this May to ensure a happy December:

Prepare to write the best appeal letter of your life. How?

  • Fix your database so you can send an individualized letter to each donor: calling her by name and showing you remember her previous donation.
  • Gather emotionally compelling stories.
  • Take photos that tell a story, too.

If you prepare in May, you’ll write a great appeal this fall…and you’ll see the results in December.

Go beyond the thank-you letter. Show the donor how he is making a difference with a one-week impact report. If you seal the deal with the donor as soon as he gives, you’ll be on his donation list in December.

Make it personal. A Northeastern University student called my friend Amy to thank her for her gift. Then the University sent an email from that student to Amy, telling her the student’s story–and explaining how her gift had made the student’s education possible.

Find the right ambassador to speak from the heart. Your donors will thank you for letting them hear that personal story. And they will remember in December.

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TY Thursday: Say “Thank You” with a Story

April 14, 2016 by Dennis Fischman Leave a Comment

Thanks in many languagesIf you work for a nonprofit organization and you’re sending out a thank-you letter that sounds like a tax receipt, stop!

Find your most memorable story. Put it in your thank-you letter.

Why? To find out, read Say “Thank You” with a Story, a guest post by me on Tripp Braden’s blog.

The key point? “People will thank you for your thank-you. They’ll remember your story. And they’ll give to you again.”

Read Say “Thank You” with a Story and rewrite your thank-you letter today!

 

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