Consider this: a bore is one who talks to you about himself; a brilliant conversationalist is one who talks to you about yourself. Makes sense, right? Few people (unless they are being paid to listen) want to hear someone prattle on and on about themselves . . .
Fundraising is no different. The average potential donor is mildly interested in your cause, but he’s far more interested in himself, it’s your job to skilfully blend the two - explaining the problem, while making him part of the story.
Here are two versions of a fundraising email for a neighborhood soup kitchen:
Version 1:
Hi Jim,
During the last month our organization was able to feed 100 hungry children in your neighborhood and start a new program for nursing mothers.
We hope to increase these numbers this month by 20%. Please give generously.
Version 2:
Hi Jim,
I know how much the idea of hungry children is painful for you and I wanted to let you know as soon as possible that thanks to the help of your neighborhood, 100 hungry children received a nutritious meal every day last month.
Additionally, one of our donors - it may have been one of your neighbors, sponsored a program ensuring that nursing mothers also receive healthy meals. We are touched by the generosity of your community and plan, with your help, to increase the number of mothers and children helped this month by 20%. Will you join us?
I know which would have me reaching for my credit card!
Sometimes clients mention that it’s difficult to personalize their emails, but. I disagree. There’s always a hook, it may just take a while to see it.
To get you started, here’s a couple of ideas:
Fundraising for school supplies? By providing Tommy with his own textbooks, this precious child, who’s journey in this world is only just beginning, will know that you care about his future.
Fundraising for trauma victims? You have the opportunity to help Annie and others like her, slowly rebuild their lives, secure in the knowledge that there ARE good people, just like you, in the world, who truly care about others.
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.
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