Stop trying to educate donorsI’ve seen it too often. An earnest letter from an executive director trying to educate me into giving. It’s not working. The more information you shovel at me, the more distant I become. It’s usually full of jargon, too, which puts me off at the first acronym or org-speak. What you, the organization, knows does not “convince” me. Examples of meaningless jargon (at least to me): barriers to employment, food insecurity, creating opportunities, changing social conditions, culturally focused service model, community economic development. Abstract words without context are not convincing. I encourage story-telling. But only tell me success stories where I have had a hand in that success. Me, through my donation. Don’t tell stories just for the sake of a story – you need conflict and the means of resolving the problem – me! What donors need is the pull of emotion – anger, despair, love, joy. Put away your organizational binders and write a heartfelt appeal to your donor. You’ll be glad you did. Julie Mikuska. · |
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