What the $@#&?
Instead, you have to learn everything you can about your donors, especially what moves them. Using that valuable information, write with all the passion you have. And test, test, test. Over time you’ll know the words that move your donors and prospects and those that turn them off. It’s not the same for everyone.
If you’re providing services for children in wheelchairs, what word do you use to describe those you serve? Is it “handicapped,” “disabled” or “ability challenged”? Again, it’s all about knowing your audience. The politically correct phrase might be “ability challenged.” But if you’re writing to my mom, who’s 70, she has no idea what “ability challenged” means. She will, however, gladly write a check to help a handicapped child.
Scott Swedenburg is a partner in Birmingham, Ala.-based printer
and mailing-services provider Mail Enterprises.