Three Things Your Donor Doesn’t Give a Hoot About
Your donor cares a lot less about what you’ve done than about what you’re going to do. Or more to the point, what she is going to help you do. As soon as you make your ask, tell the donor, “Your gift today will help us” accomplish great — and very specific — things.
One exception: It actually can be a very good idea to be radiant about a success or victory if you’re telling the donor it was her gift that helped make that victory possible. When you make her genuinely feel that she’s helped you change the world, she’ll want to help you do it again.
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.