Variety Is the Spice of Fundraising
You certainly wouldn't write a series of direct-mail packages with exactly the same story. By the same token, you see less long-term benefit when you repeatedly offer the same emotional reward.
Remember, there are at least six proven motivators you can tap that encourage people to give:
- Anger
- Fear
- Guilt
- Greed
- Recognition
- Exclusivity
The most successful fundraisers use most or all of them at one time or another. There are complex strategies, not to mention testing and experience, that can determine when and how to use various motivators to maximum effect.
The important thing is to touch your donors' emotions in a variety of ways. Your mission may be simple. But the ways you can ask for support are not.
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- Creative
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.
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