Words Matter
Several of my readers, fundraisers of successful nonprofits around the world, have contacted me in the last few weeks to ask for my opinion on the content of their outbound emails. The questions weren’t about the actual content as much as the tone and feeling that the words conveyed — since, as we all know too well, words matter.
In general, these proactive fundraisers wanted to know if their subject lines made sense, if the content felt “tone deaf”, and/or where the overall email sat in the spectrum of persuasive and compelling on one side, and off-putting, pushy and obnoxious on the other side.
I’m grateful that these folks have reached out, and in at least one recent case, the change of messaging I’ve suggested has resulted in measurable improvement in response rates. As my long-time readers know, I’m trying to substantively change the way fundraising is done, and it’s starting to sound like some of that change is happening. Hooray!
Although there’s a lot of information I can share about donor reactions to emails (and to other types of communication), I found that I can distill it down to a few specific suggestions.
First, understand and appreciate that donors are looking for professionalism, authenticity and integrity, and, we’re frustrated when don’t see those qualities in the solicitations/emails we receive from nonprofits.
Next, realize that most, if not all, donors — as well as just about everybody — respond best to interactions that are respectful, honest and thoughtful. Which brings us to you, the fundraiser. Imagine that you’re the person you want to pitch. After all, whether you’re a donor, a fundraiser, or anyone else, we’re all human beings, and we all have emotions, thoughts, baggage, obligations, and the rest.
Think about it this way. If someone wanted something from you, what would motivate you to pay attention or be interested? What would annoy you and cause you to want to end the conversation as soon as possible?
Next time you’re about to write a solicitation, a general email, or prep for a pitch, imagine yourself on the other side. Really. Remember, donors are people, too. If what you see or hear seems fake or condescending or dispassionate or confused — and if you wouldn’t donate to that person or open that email — keep working on that solicitation, email or pitch, and don’t get it in front of the donor until it’s right.
If you have questions, feel free to use the comments section below, and I’ll be sure to answer. And note that much of the theory, and dozens of steps to improve communications with donors, are included in my book, so make sure to order your copy soon!
Take care and be safe!
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- Lisa