Be Brief and Compelling
Expert communicators have been touting the benefits of brevity since the dawn of the written word it seems. So why do we so often find brevity so hard to achieve in fundraising communications?
When we wrote campaign planning and feasibility study case statements that ranged from six to 10 pages, our readership in advance of confidential interviews was just over 75 percent. To improve this, we moved to a four-page, 1,500 maximum word count—readership soared to nearly 100 percent. Recently, everyone we interviewed in a planning study had read the case statement, including two billionaires.
Looking for Jeff? You'll find him either on the lake, laughing with good friends, or helping nonprofits develop to their full potential.
Jeff believes that successful fundraising is built on a bedrock of relevant, consistent messaging; sound practices; the nurturing of relationships; and impeccable stewardship. And that organizations that adhere to those standards serve as beacons to others that aspire to them. The Bedrocks & Beacons blog will provide strategic information to help nonprofits be both.
Jeff has more than 25 years of nonprofit leadership experience and is a member of the NonProfit PRO Editorial Advisory Board.