You’re sending out an email to your supporters. Don’t make your donors work overtime trying to figure out what this latest piece of correspondence is about. A questioning email may get higher open rates but ultimately it harms donations. Make a solicitation letter just that and place in that solicitation a strong and direct “Call to Action” that inspires a donor to help solve a very real and urgent problem that needs addressing.
In “It’s about You!” we discussed making your communications about the donor. That’s still important and relevant, , but it’s not going to work unless they believe their donation will be put to good use. That’s where PSA comes in useful; Problem, Solution, call to Action.
The Problem
Everyone enjoys a problem; especially when they’re being invited to be part of the solution. In this case, the problem is the cause you're raising funds for. Keep in mind that you should emphasize the background to the issue, namely the problem. For example:
I know that you're as concerned as we are about the growing number of children in our town who are not getting a nutritious meal on a regular basis. Imagine how we felt to discover that many children are embarrassed to receive our daily meals in their schools.
The Solution
Don’t forget to involve your donors at this stage because you want them to feel that they are part of the solution. For example:
We asked you, our supporters, how we could overcome this emotional hurdle, and the feedback was phenomenal. As a result, we’ve created a new program that provides healthy, delicious meals in a restaurant-style setting, at no cost to the child.
Call to Action
Odd as it may sound, the number one reason donors do not engage, aside from not being asked at all, was that the question was vague.
It's in the call to action that a slight tweak or two can make a substantial difference. Be clear - I’ve seen too many emails that start off great - a problem; a solution; but then they lose momentum and fizzle out. For example, in our case study above, a poor call to action would be:
With your help we will be able to extend this program to include more children in the coming months.
What help are we looking for? Are we asking the donor to be a waiter? To send in meals? It’s just not clear.
Now let’s imagine a different call to action:
But it’s not enough! With your generous donation today we will be able to extend our program to include even more children in the coming year. There’s not a moment to lose - please click here now to be a part of ensuring no child in our town goes hungry.
Each organization has its own dynamic needs and my goal is to help your organization move to the next level and turn your vision into donations. You can contact me at suzanne@suzannelieberman.com; let’s start a conversation.
As usual - great advice.