Direct Response That Breaks Through: Capturing Attention (at Least for a Minute)

Show me what part of the problem I can solve
There are huge needs that deserve support, but it's critical in direct response to tell the donor what he or she can do about it. Let's face it: Most of us know that on our own, we can't solve world hunger, global warming, animal cruelty or your budget crisis that requires millions of dollars. Frankly, we're just trying to figure out what that funny noise is when we start the car. Be sure you serve up the problem at a manageable — and believable — level. Tailoring the ask amount to the donor's last, largest or average gift is fairly common, but if you can't do this, breaking down the problem to a level a donor can relate to gives assurance that what he or she does matters.

Tell me a good story, but don't only have a happy ending
It's important to show your donors that you — with their help — are making a lasting difference. A story helps your supporter visualize the value of the work you do. But avoid "and they all lived happily ever after." When you tell a great story of success, be sure to broaden it out and remind donors that this is a wonderful example of the good things their support makes possible, but that there are many more still waiting for this same "happy ending." It's easy to be excited about the good things we've done (and we deserve to be), but keep in mind that donors only know what you tell them. They may not realize (or take the time to remember) that there is still more to accomplish — and with their help, you will make that happen, too — unless you show them the need.

I won't make a prediction on the election or who gets the gold medal in rowing, or even suggest that the Cubs will finally win a World Series. But nonprofits — large or small — that continually ask, "How can I break through?" have the best opportunity to bring home the gold in terms of fundraising success.