Hits and misses from annual appealsIt’s that time of year again when I reflect on appeals received over the past year. As in the past, there were some good ones, some just okay and others truly awful. Let’s start with what didn’t work: Being too abstract. It’s really hard to get excited about inclusion and diversity. Or advancing learning and creativity. Or re-imagining our role as a museum. The problem is, I just can’t see myself in these concepts. I need stories and problems to solve. The problem is too big. How can I “bring help and hope to millions of people living with drought”? Yikes, how will my $10/month solve that? The ask is to buy a calendar, become a member and help achieve the same goal as last year. No appeal to my heart or my desire to a make a difference in the world. And no, I’m not buying calendars for my friends and family. And I don’t care about helping you raise $6,000. Using statistics to show impact. “We give away over 190,000 bowls of soup and 240,000 cups of coffee each year.” Interesting statistic – is that good or bad? What’s the problem to be solved and how can I, as one person, make a difference? Better to tell me a story about someone who comes for soup and coffee. Telling a story but failing to tell me I’m the hero. A few organizations have jumped on the storytelling bandwagon without closing the loop and putting the donor in the story as the one who’s making any success possible. Remember – the story is the vehicle to tell donors about the difference they’re making in the world. Not the difference the organization is making. And now with what did work: Liberal sprinkling of YOU throughout the letter. Key to getting my attention!
Strong calls to action.
There’s still a lot more that you can do in your appeals. Tug at my heartstrings, make me mad, make me sad – get a reaction! Julie Mikuska. · |
Blog Archives
Articles By Category
|
|
|
     
|
||