June 10, 2013
Five Ways to Raise Less Money
By Carol Ann Marshall, Creative Director
Here are five pitfalls to avoid if you want to raise more, not less, direct mail revenue for your organization this year:
- Mail less. Donors support the organizations that continue to communicate with them. Your donor will give again and again, when presented with new opportunities to help. And she’ll eagerly wait to hear how her latest gift helped your organization. So mail more – not less – often.
- Don’t ask. If you don’t ask, you won’t receive. Surprisingly, many letters go out with no ask… or just the barest hint of one. But if you want to raise lots of money for your good cause, strategically position asks throughout your mailing. If you don’t want people to be shy about sending you money, don’t be shy about asking for their gifts.
- Go for the brain, not the heart. Statistics are fantastic… in a classroom or boardroom. But they don’t belong in a fundraising letter (elsewhere is okay). Stats don’t tug at the heartstrings… stories do. So pack a powerful punch into your appeal letter copy with emotional stories that touch the donor’s heart.
- Talk a lot about yourself. This is going to be hard for many to hear. But donors don’t give because you think your organization is the best. They give because you need them to give to fulfill your mission. Focus on what makes the donor feel good. “We” statements invite no response and have nothing to do with your donor.
- Sound real smart. Successful fundraising copy measures between a 4th and 8th grade reading ease level. This means you must use short paragraphs, short sentences and short words. This isn’t an insult to your donors! You are just being courteous by making your copy easier to read. After a long, hard day, the last thing a donor wants to do is read a letter filled with run-on sentences and million dollar words.
Need help avoiding these? Contact us today!
