3 Ways to Stay On-Message for Maximum Response
The response device has to zero in on your offer clearly and forcefully. The remit in your mail appeal, the donation page for your email or any other response device is pretty much the last chance to give your offer full play, really selling the opportunity you’re presenting to donors. This is where you focus on giving your donor the chance to do something specific to address a problem in the world and feel good about doing it. But it is definitely not the place to bring up statistics, talk about programs, add extraneous photos or get sidetracked by other such distractions. Those only work against your offer and weaken your appeal. The response device is the last place where you want to risk going off-message. It’s that critical.
It’s true in politics, and it’s true in fundraising — you have to stay on-message. Yes, it takes discipline to make sure every element of your appeal is aligned with a strong, donor-focused offer. But that’s how to speak clearly and convincingly with one voice. And how to get the donations that your organization needs.
George Crankovic is an experienced, award-winning fundraising copywriter and strategist, he helps nonprofits reach and engage their donors through multichannel direct response, combining strategy, messaging, offer and audience to maximize results for acquisition, cultivation and reactivation. With a proven track record in marketing communications and fundraising, George has worked with blue-chip nonprofits from The Salvation Army, to Project HOPE, to World Relief, to The Red Cross and more nationwide.
An in-demand writer, George has published articles in Fundraising Success magazine, Nonprofit Pro magazine and other national publications. He is a guest blogger at Jeff Brooks’ Future Fundraising Now site, and he blogs at www.marketing-fundraising.com.