What Can K, L, M, N and O Teach Us?
N is for need
I came up with a few ideas for "N," but nothing beats Sue's suggestion: Need. Yes, you need money. But that's not the "need" to focus on. What does your donor need? Sue suggested that he or she wants to feel recognized, appreciated and significant.
You should constantly consider those needs when writing copy for e-mails, direct-mail letters, acknowledgments, even requests for support from foundations and corporations.
One way we can do this is remember that we are talking to a single person, not to the "masses out there in DonorLand." Keep focused on your donor's needs, and he or she will be more likely to help meet your need for support.
O is for opportunity
That's as in "Never miss an opportunity ..." And frankly, too many nonprofits are doing just that. A few years back, I read a newsletter from a major nonprofit about a project that totally connected with me. I immediately decided to give a gift to that project. But alas, the reply form only allowed me to give undesignated, and there was no link to go online and support that project. Needless to say, that organization lost my donation that day.
Put envelopes in most, if not all, of your mailings, including annual reports, annual tax receipts and newsletters. You may not choose to enclose a reply form or make an ask, but if you provide an envelope, you just might get unexpected gifts.
Are you giving your donors plenty of opportunities to respond to what they want, when they are ready and from where there are?
Next week we'll forge ahead into P, Q, R, S and T. And of course, any and all suggestions are welcomed for Q!
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 email@example.com or follow her on Twitter at @pjbarden.