EXPERT GUIDANCE FOR NON-PROFITS
Delivering strategies to strengthen donor relationships and increase fundraising performance.
Delivering strategies to strengthen donor relationships and increase fundraising performance.
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The Language We Use
Posted: November 06, 2009
By Derrick Feldmann, CEO of Achieve
When we work closely with our clients, we are often surprised by the language used to communicate their mission and program offerings. We will see words such as capacity, community, impact, empowers, collaboration, partnership, engages, challenges, ability, connects, and committed. To a donor, these words are so hard to understand - especially when multiple organizations use these words to define their unique value to the community.
Over the last six months, we have been working with several organizations to define their "case for support." As we build an effective reason for gifting, we find ourselves challenged with using words that articulate the real reason some should support an organization and how that support will benefit the people served. Here are a several pointers we use when writing fundraising communications:
- Begin with a Story - Let someone you serve tell your story. Take me through the individual’s unique scenario, the programs they participated in, and how your help changed them. The story will be much more personal and captivating than you simply describing the components of your program.
- Avoid Words with More than 4 syllables - This is not the time to show how many big words you can fit into a document. Use words that a donor will understand when they pick up your letter. Do you really want them to run for the dictionary?
- Test with Donors - Send your drafts to donors for a reaction. Avoid sending fundraising copy to your closest donors. They tend to pick up on your language and may not provide you with the feedback you need.
- Take Nothing for Granted - Never assume the donor understands your process. Find ways in each communication to continue the learning process. Each letter should offer a potential insight into the program not expressed in other fundraising communications.
1 comment
Sarah James
Tell your story - how true it rings. This is a solid reoccurring theme that have heard and read about since becoming apart of our non-profit here in MT. Our fundraising efforts turned over to a more aggressive campaign in grant writing because of our need to tell our story. It is reassuring to know that we are on the right course for our cause and look forward to using Achieve as a new resource.
Nov/06, 2009 4:25pm
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