F, G, H, I and J — 'Vitamins' for Building Strong Fundraising
H is for hot spots
In catalog publishing, there are certain "hot spots" — the pages or positions on the page that get the most attention simply because of position. For example, the front and back covers are hot spots, as is the center spread.
In your fundraising, think about what is going to capture the donor's attention first and most frequently. For example, in a brochure, where is your eye naturally drawn? In your e-appeal, what's going to be visible on the screen without scrolling? On a mobile device, what will stand out?
Make sure your key information is positioned to gain the maximum amount of attention. Don't hide your "donate now" button, for example, or put the most important information for a donor on the inside panel of a brochure.
I is for integrity
Do your donors trust you? Have you consistently delivered on your promises? When you say you are going to use their gifts to accomplish X, does X really happen?
The news is filled with tales of nonprofits that failed to deliver. Unfortunately, some donors hear one report and decide all nonprofits are dishonest. Constantly telling your donors (and showing evidence) that you are delivering on your commitments is an important way to prove to them that you are trustworthy — and worthy of their support.
While "Honest Nonprofit Invests Donor Money Wisely to Help Change the World" may never be the lead story on the evening news, make it "the story" with your donors. Photos, quotes from people who benefit from your work and third-party endorsements are three ways to provide proof.
J is for jargon
When your donors read your website, mail or e-communications, are they wishing they had a dictionary that could unlock all the mystery terms you use? Are you trying so hard to sound like an expert in your field that you have become noncommunicative?