2011 June » Richelle Morgan

Three Ways to Keep Copy Fresh

creativity, Nonprofit Comments Off

Jun 272011

The other day, my 8-year-old asked me what I did at work. Patiently, I explained (again) that I write letters asking for money for organizations that help people. She rolled her eyes and said, “I know that! I meant what did you do today?” I told her that I worked on a letter for one of my clients. She heaved a big, 8-year-old sigh and said, “Yeah…but, well, do you just write the same letter over and over?”

Nearly every time I sit down at the computer and stare at the blank screen, it feels like a brand new mountain to climb. There are new facts to learn, new victories to share, new programs to ask for money for. Most of the time, I feel energized by the work that I do. Each letter is a new opportunity to delve deeper into an organization’s mission and to find new ways of telling their story.

But everyone has days where work feels like, well, work.

And one of the most important parts of my work is making sure I don’t write the same letter over and over. Believe me, donors can tell when you’re phoning it in. They know when your copy is less-than-inspired, and they respond by NOT responding.

So how do I keep it fresh each and every time?

Micro-editing. Like all writers, I have words and phrases I favor. Organizations have those too. I combat all that boilerplate with aggressive line-by-line editing. A stronger word or a more active phrase can liven up even the most lifeless copy.
Read it aloud. A direct mail letter is a personal letter from one individual at your organization to one donor. It should sound like that person talking to a friend. When you read it aloud, you can hear those boring recitations of facts for what they are: turn-offs. Bonus — you can also spot the complicated turns-of-phrase, the too-long sentences and the just-plain-awkward asks.
Turn it on its head. Say something unexpected. Use a metaphor or simile that no one would anticipate. Ask a question that cuts to the heart of your issue (and leads the donor right to where you want them to go). Take advantage of literary techniques like assonance and alliteration. Make a pun. Unleash your creativity and see where it takes your letter. (You can always cut those bits that don’t work out, but taking the risk is bound to pay off now and then!)

I told my daughter a few more details about the letter I was working on that day — for an environmental organization — and it led to a great dinner-table discussion about conservation and natural resources. The next day, I heard her telling one of her friends, “My mom writes a lot of letters, but they’re not all the same, even though it kind of sounds like they could be.”

I couldn’t have said it better myself.

Tip O’ the Moment

Nonprofit, Tips and Tricks Comments Off

Jun 222011

Lapsed Donors

Lapsed donors — people who haven’t given to you for 24+ months — are some of your best prospects for giving. But you need to figure out how to treat them.

Some organizations continue to mail them Renewals or send them a particularly strong appeal, hoping to lure them (or guilt them) back into the fold.

But I like to put them into a Prospecting mailing with a specially tailored package that acknowledges their relationship with you but also has a more aggressive “sell” of the organization — reminding them why they joined in the first place. This segment routinely performs double that of an outside list.

The package does require a few tweaks:

Make sure you address them as a supporter or Member. No “Dear Friend” for these folks. Let them know right up front that you know who they are.
Citing victories in your letter? Thank them for their past support that made those victories possible.
When you’re telling the story of your organization, acknowledge that they have heard it before. You may remember… or As you well know… are great introductory phrases that let that lapsed donor know they’re remembered.
Don’t ask them to join; ask them to re-up and welcome them back into the fold.

Consider lapsed donors as estranged family members. They’re still part of the family…they just haven’t been around for dinner in a while. Reach out to them, remind them of those special family recipes they might have missed, and invite them to come on back.

What are your tricks for bringing lapsed donors back? Please share them in the comments!

My Month of Trying New Things

creativity Comments Off

Jun 202011

Broaden that horizon!

In the spirit of reinvigorating and revitalizing my creative and business endeavors, I promised myself to spend the month of May trying one new thing each week. It didn’t have to be anything revolutionary or expensive — just something that was new to me.

I entered a contest for a writing critique, attended a virtual conference, joined a Twitter chat and took a pile of clothes and an appetizer to a Naked Lady party.

You can see that none of these were once-in-a-lifetime opportunities or even particularly bold moves on my part. But they were new to me, things I hadn’t bothered to make time for before, things I might have continued avoiding if I hadn’t forced myself to branch out. Doing these few simple things brought new energy, interesting people, captivating conversations and new clothes (!) into my life.

Of course there were risks that came with broadening my horizons. I risked being bored, wasting my time, meeting unpleasant people, and any number of humiliations or discomforts that come from stepping outside of that comfort zone.

Many of us are naturally reticent to try new things, especially in the nonprofit world. Trying something new — testing a new direct mail package, working in a new media channel, cultivating a new major donor — can be challenging, expensive and filled with risk. Why push boundaries when the old ones make us feel so safe and comfortable?

Fear creeps in: What if I’m terrible at it? What if I look like an idiot? What if I waste a bunch of money for no results?

It’s all too easy to make excuses: Do I really have time to add one more thing to my schedule? If I do this, I’ll have to dress up/buy tickets/skip lunch/be social/be alone. What if that direct mail test bombs?

But the thing about moving outside your comfort zone is that it gives you a new comfort zone, one that’s roomier and maybe even a little more abundant than it was before.

I felt so revitalized by my May experiment that I kept it up, attending a marketing and networking luncheon with a new professional group in June! I plan on trying something new every month for the rest of the year — if not longer — to keep my ideas fresh, my mind sharp and my horizons broad.

I challenge you to try one new thing this week. No expectations, no long-term commitments. Just one thing you’ve never tried before. I bet you’ll be glad you did.

But either way, I want to hear about it!

Tip O’ the Moment

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Jun 152011

Signing the Letter

Sometimes, who signs a fundraising letter (or e-mail) can be one of the most contentious points in planning a direct mail campaign. Which is funny because my answer is very, very simple.

The signer — and there should only be one! – should always be the person with the most name recognition on the particular issue you’re addressing in the mailing.

So why is this very simple thing so complicated to put into practice?

The reasons are endless. A nonprofit might have two figureheads (a President and an Executive Director, say) who both feel they should be the ones signing letters to donors. Or it could have one leader who is very well-known for one specific issue — even though the organization is working on several issues — who insists on signing everything. A nonprofit might have oodles of celebrity support, but be afraid to ask for celebrity signers. And on and on.

Organizations should consider each letter they send out as a new opportunity to bond with their donors. Which means they should think carefully about what issue will do that and who the best person in the organization is to address that issue.

In an organization with a particularly strong or charismatic leader, it might be that leader every time. In an organization that has two distinct audiences — say an activist human rights group with a strong education program — there may be one leader who is perfect for addressing the activists on the list, and one for the education supporters.

One environmental group I work for has a celebrity — in this case, an actor well-known for his environmental advocacy — sign a letter for them a few times a year, while the executive director signs everything else.

Above all, your letter should always have only one signer. Remember, fundraising letters are personal letters from your organization to your donor. They should speak directly to that ONE donor, person-to-person. And they can’t do that if they’re signed by two people.

Ten Questions That Can Reinvigorate Your Fundraising

creativity, Nonprofit 4 Responses »

Jun 132011

Wake Up! It's time to revitalize our efforts! (Plus, there might be cake.)

Wake Up!

Now that we’re seeing some sun in Portland, I’m ready to wake up and revitalize my creative and business efforts. Each day I spend a few minutes thinking about what’s working, what’s not working and what could I do even better.

Before the heat of summer does you in, try taking a similar ground-up look at your fundraising program.

Here are ten questions you should ask yourself — and (better yet!) several people in your organization — that will reinvigorate and refocus your fundraising program:

1. In 25 words or less, what does your organization do? By limiting yourself and your colleagues to 25 words, you get at the essence of what your organization does, the chewy center that hooks your donors and makes your work real to them. If you’re on the ball, you’ve already got a great elevator pitch worked up. That’s the kind of answer you’re looking for here.

2. What is your story? Everyone at your organization should know your story — how and why you were founded, what initial obstacles you encountered and what successes spurred you on, how you got from those beginnings to where you are today. Think of a traditional story arc and try to tell your own story in that way.

3. Who is your customer/donor and what distinguishes him/her? In order to craft a compelling fundraising letter, you need to know who you’re writing about and who you’re writing to. The same is true for your entire program. What kind of people benefit from the work you do? And what kind of people think that’s important? Look at your donor file — how old is your average donor? Male or female? Where do they live? How much money do they make? How much education do they have? Target your letter to your donors as much as you can for the best results.

4. Why is this work so important, and why are you passionate about it? This is the emotional core of what your organization does, the gut-punch that moves your donor and inspires him or her to give. Use as powerful language as you can muster — don’t hold back!

5. What problem are you trying to solve and what steps are you taking to solve it? Here’s the meat of your ‘Ask’ — the very reason for your letter to the donor. Be as specific as possible here. Will a $20 gift provide lunch for 5 underprivileged students for one week? If you have more than one problem to tackle, write them all down. You may not use all of them in every fundraising effort, but having them on hand will help in the future.

6. If you could have unlimited funding to do one thing for the organization/constituents, what would it be? We all have those “If I won the lottery…” fantasies. Well, here’s where you consider what life would be like if your organization won the lottery. You won’t include all of this in any one letter, but it’s an important exercise to dream big. What specific things could you and would you do if you had unlimited funds? Show your donors your vision, and they just might show you a larger gift than usual.

7. What does your work accomplish? For you personally? For one constituent? For many constituents? For the world? Donors want to hear that their contribution is accomplishing something important. Include a personal anecdote about a time you were moved or inspired by something your organization did. Tell the stories of people whose lives your donors have impacted through their gifts. Tell them how their support is changing the world!

8. Have you gotten feedback from constituents/donors? A couple of well-placed quotes from people who have experience with your organization can add a huge portion of credibility to your fundraising letters. Ask volunteers why they like being involved with your work, conduct a donor satisfaction survey, and write it down every time one of the people you help says a heartfelt thank you.

9. What is one big success you’ve had? One failure? Your successes add credibility to your organization. They show that you are able to do what you set out to do. Remind your donors every chance you get that you have a track record to accomplish what you’re asking them to fund. And while you may not want to include a failure in a letter to a donor, understanding failure and the opportunities that come from it is critical to your success.

10. What are the barriers to your success and how do you overcome these obstacles? It’s not always fun to sit down and think about those things that hold us back. But your donors want to hear that you have a clear view of the task before you and a strong and innovative plan to accomplish it.

Whether you’ve got a new development officer or consultant to acquaint with your work…you need an overhaul of your fundraising efforts…you’re trying something new in your direct mail or online fundraising…or you just want to inject new spirit into your fundraising program…answering these ten questions can help you reinvigorate yourself and your organization.

How do you recharge your fundraising? Any tricks I should know about? Please share them in the comments!

Tip O’ the Moment

Nonprofit, Tips and Tricks 2 Responses »

Jun 082011

Write to ONE Person

This is true of ALL your Direct Mail communication — heck, all of your communication with your donors, period — but don’t forget that a fundraising letter is a personal letter from ONE person in your organization to ONE donor.

Yes, most of your donors will get the same letter, but when you’re writing it, don’t think of your donors as a mass group of anonymous sacks of donation money.

One of my clients keeps a photo of a kind-eyed senior citizen above his computer to remind him who is reading his letter. He calls her Verna, and whenever he crafts an ask, he imagines how Verna will react.

You, too, should write to your own Verna, the one person who stands in for your entire audience of donors.

In these days of e-mail and Facebook, the art of letter-writing is waning, but try to think about how you would ask an old friend to support your cause.

Would you give them your official mission statement and a bulleted list of accomplishments and leave it at that? Or would you ask them questions, remind them of shared experiences and explain how important it is to you, personally, that they support this cause? (Hint: it’s the latter!)

One simple trick for making a letter personal is to write the first draft starting every paragraph with I, You, or We statements:

“I know you are someone who cares about the future of our planet.”
“You are no doubt aware of the growing gap between the rich and poor in this country. But did you know…”
“We never back down from a fight we believe in!”

Above all, when you’re writing fundraising copy think more about what your donor gets out of supporting your organization, not what you get from their support.

Are you letting trivial problems stifle creativity?

creativity Comments Off

Jun 062011

Permanent obstacle? Or is there way to keep moving forward?

There is nothing that stifles creativity – or that makes a consultant bang her head against the keyboard – faster than letting solvable problems stop your efforts in their tracks.

I’m not talking about normal constraints, the parameters in which you must work to get things done. No, I’m talking about that moment when you’re sitting in a meeting, entertaining an exciting new plan for a test on your direct mail, and somebody drops a little gem that sucks all the air from the idea:

Our printer can’t handle that. We can’t do it.
I’m too busy to take on a new project right now.
I don’t know how to do that segmentation, so we can’t do it.

These are all solvable. Discuss it with your printer – you may be surprised at what ideas they have to help you out. Or find a new printer. It’s always good to have alternatives. Delegate a project and let your colleagues or volunteers get valuable experience with your direct mail program. Find someone who can help you with tricky technical issues that come up.

Look, I know that sometimes you just don’t have the energy to fight to turn a great idea into a workable project. Throw up enough obstacles – however trivial – and even the most gung-ho person will give up.

And sometimes, what looks like a great idea on the surface becomes too expensive or unwieldy the closer you examine it. Sometimes those objections aren’t trivial at all.

But if you routinely can’t get new projects off the ground, take a long look at the excuses you’re generating for yourself. Are they real limits that are keeping you from trying new things? Or can you ‘raise the bridge’ and keep moving forward?

It’s Not You, It’s Them

Nonprofit Comments Off

Jun 012011

Under-8 soccer isn't about the competition...and neither is your fundraising.

I recently sat in on a client meeting where a small group of program staff and fundraisers started talking about the “competition.” They were worried that another group may have scooped them on an issue, and they were brainstorming ways for their organization to stand out. The day before, I had read a post from The Agitator about the 60:40 rule of fundraising.

So it all got me thinking about competition and the nonprofit world.

The idea is nothing new in the business community, where entrepreneurs are encouraged to find their niche and stake out a spot where they can stand out from other companies doing or selling the same thing.

I can’t argue that that’s not a valuable exercise, or that you should never compare your organization to the others out there who are raising money for the same cause you are. It is critical that you understand your place in the market and the unique services that you offer.

But for a nonprofit organization, you need to take another step. Because your fundraising is not about you and your organization. It’s ultimately not even about the people, animals, places or things that you serve.

Your fundraising is about your donor.

Once you define your organization and its niche, you need to look at how your methods, goals and mission align with your donors’ values.

How can you make your donors feel like they’re supporting the only organization out there capable as acting as their proxy in solving a problem? Sure, there are a lot of environmental/animal rescue/poverty-fighting/health organizations out there. They may even be working on the same issues you are. So why should your donor support yours? What are you doing for them?

Want to go even further? Engage in Social Fundraising. Give your donors a space to share why they support your organization. Use your Facebook page or the comment section of your blog as a space for them to tell their story of support.

It’s easy to get caught up in looking at your organization on the inside. But for a non-profit, it’s critical that you walk in your donors’ shoes. Understand what motivates and inspires them. Know why they give. And remind them every chance you get.

When you can do that, you really will have a leg up on the ‘competition.’

Three Ways to Keep Copy Fresh

Tip O’ the Moment

Lapsed Donors

My Month of Trying New Things

Tip O’ the Moment

Signing the Letter

Ten Questions That Can Reinvigorate Your Fundraising

Wake Up!

Tip O’ the Moment

Write to ONE Person

Are you letting trivial problems stifle creativity?

It’s Not You, It’s Them

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