Three Things Your Donor Doesn’t Give a Hoot About
1. You
I hate to say it, but your donor doesn’t really care about you. She cares about herself. That’s why she supports you. The work you do moves her. Helping you makes her feel needed and empowered. Her gifts give her a sense of being part of something larger than herself.
The more you tell her that she’s helping, the more she’ll contribute. The more you remind her that she’s on the side of the angels, the more often she’ll give. And the more she hears that she is important to you — and not the other way around — the longer she’ll stay an active part of your file.
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.