Not to Be Rude ... but What's in It for Me?
In personal solicitation, you often know the donor’s motivation. In mass solicitation, you won’t know what drives your potential donor’s decision to give or not give. Take time to think through what a typical person may feel after supporting your offer, and answer that silent question, “What’s in it for me?”
Before putting pen to paper (or more likely, fingers to keyboard) to start writing a direct-mail letter, e-mail appeal, newsletter, radio or DRTV script, website copy, or assigning the project to an agency or freelance writer, write out the answers to the questions I’ve raised about what you have to offer. With this information, the actual writing is easier and the end result is more likely to communicate to your potential donor.
There are thousands of good offers in fundraising. What makes yours the best?
Pamela Barden is the creative juice and the copywriting machine behind PJBarden Inc., a consulting firm focusing on helping small to mid-sized nonprofits see big results in fundraising. You can follow Pamela on Twitter @pjbarden.
Pamela consults with nonprofits, helping them develop their fundraising strategy and writing copy to achieve their goals. Additionally, she teaches fundraising at two universities, hoping to inspire the next generation of fundraisers to be passionate about the profession. Previously, Pamela led the fundraising programs for nonprofit organizations. Pamela is a member of the Advisory Panel for Rogare, the fundraising think tank at Plymouth University’s Hartsook Centre for Sustainable Philanthropy, a CFRE, a graduate of Wheaton College (IL) and Dominican University, and holds a Doctorate in Business Administration from California Southern University. Contact Pamela at firstname.lastname@example.org or follow her on Twitter at @pjbarden.