Fighting the Formula

 creativity  3 Responses »
Jan 122012
 

The other day, one of my Twitter pals — Kevin Monroe from X Factor Consulting – asked me what copywriting tips I like to share with fellow consultants. It wasn’t something I’d actually considered much before he asked, since a) I work in my kitchen and b) I’m usually on the receiving end of writing advice.

But his question did touch on something that I have been thinking about off and on over the last couple of years. During the course of my 14-year copywriting career, I’ve dabbled in other kinds of writing, including publishing several feature articles and neighborhood profiles in The Oregonian and having a short story appear in VoiceCatcher.

During times when multiple deadlines were looming, I wondered if that moonlighting was hurting my main money-making endeavor, and I have downplayed my extracurricular writing in my professional life.  But I now think all that second-guessing was a mistake.

In fact, I think one of the reasons I have been so successful in my copywriting is because I have a richer web of writing experience to pull from.

Fight the formula

I have written hundreds of direct mail letters, and there is definitely a formula for the successful ones. But in following a formula you should never become formulaic. The minute you do, the letters you pen become stale, lacking the passion and verve that are absolutely necessary to convince people to give their money to your cause.

When I feel myself treading an all-too-familiar path in my copywriting, I know it’s time to fight the formula. So I take another look with my fiction-writer’s glasses on. Are there themes I can weave through this letter more effectively? Is there a character begging to leap off the page?

Then I put on my features-writer glasses. How can I make my descriptions more vivid? Are there sights, sounds, tastes and smells that would make the issues in this letter come alive for the reader? Perhaps I’m rambling and need to tighten everything up with a journalist’s editing eye.

Let’s face it, there is a LOT of writing advice out there, and good writing is good writing, whether you’re penning a direct mail letter, a slick advertisement, or the Great American Novel. Sure, there are degrees, but the rules are the same: use action verbs, aim for clarity, be as specific as you can, tickle all the senses…

But knowing the rules and using them well are two different things.

Tap into a different part of your brain!

Try writing poetry to hone your ability to use imagery to make a point. Write a short story to put yourself in a different person’s shoes and sharpen your storytelling. Become a blogger to learn how to encapsulate big ideas and personal feelings in 500 words. Try your hand at literary criticism or movie reviews to learn how to identify weak spots in your writing and in others’.

Above all, love writing, all writing. Play with language, revel in how words get put together, rejoice in how they can connect, inspire, educate, and move.

And don’t just write. Read! Starting with this article about the business benefits — it’s scientific, people! — of reading fiction.

 Posted by Richelle at 5:24 pm  Tagged with: , , , , , , , , , ,

The STOP List

 Nonprofit  No Responses »
Jan 092012
 

Broken down systems slowing you down? Try a Stop List for 2012.

I’m a sucker for New Year’s Resolutions lists, even though I rarely make them myself. There’s something so hopeful about them, as if by simply writing down the things we hope to do, we can make our lives better.

I often wonder, though, if the things we wish we were doing really are the most important to focus on. Perhaps it would be more helpful to make a list of things we’re doing that we should strive to STOP doing. So with that in mind, here’s my list of bad fundraising habits that you should banish in 2012.

STOP promising the moon.

When the pressure’s on, it’s hard not to make any promise you can in the hopes that you’ll be able to come through. But aiming for the stars when you’re traveling in an old jalopy is an exercise in futility.

Make your goals realistic and achievable for where you are right now. Small successes lead to bigger successes. And if you can build on those successes, you’ll be able to promise the moon when you can actually deliver it.

STOP playing it safe.

This might seem like the opposite of the above, but I think the two go hand-in-hand. When you’re promising more than you can deliver on one project, you’re forced to play it safe in other areas to compensate.

The best way to have a successful year is to try new things, reach out to new people, engage new experts, and test, test, test.

STOP wallowing in your mistakes.

We all make mistakes. But dwelling on them doesn’t make you better, it makes you more paranoid. Embrace your mistakes, and find the nuggets of wisdom that come from them.

STOP downplaying your successes

Normally, I’m not a fan of those who toot their own horns, since far too often, those who talk about how hard they’re working are just that: all talk.

But if you have a successful fundraising event, help craft a winning direct mail package, or convince a donor to give more than she’s given in the past, make sure you share those successes with your board, your volunteers and your staff. Hold those triumphs up as examples of what can be done…and challenge your people to beat them.

I’m going to work on these things this year, and I challenge you to develop your own Stop List for 2012.

 Posted by Richelle at 3:14 pm  Tagged with: , , , , , , ,

Testing in a Tight Market

 Direct Mail, Nonprofit  No Responses »
Jan 032012
 

One of the joys of working with a large nonprofit is the ability to test — from how you visually present your message, to who you choose to mail to, and what special offers you make, when you’re mailing for the big guys, you have the chance to really hone in on what works best for your audience.

But what if you’re a small shop with a small list and a smaller pool of resources to devote to direct mail? How can you test and refine your mailings until you know you’re getting the most bang for your buck?

You may not be able to do a split test on any one mailing, but if you’re clever and creative, there are still ways you can tell what’s working and what’s not in your direct mail.

Use Your Swipes

Those of us who work in direct mail are obsessive about checking our own mailboxes because that is one of the best places you can go to get ideas about what’s working in today’s direct mail.

And I’m not just talking about keeping an eye on the nonprofit organizations you give to. For profit companies — from banks and financial institutions, to magazines and catalogs — mail millions of pieces of direct mail each year and have budgets for testing that most nonprofits only dream about. And sure, you might not be able to include a handful of inserts, but can you crib a few ideas about what works from them and apply them to your own packages?

Bonus tip: if you’re not on the lists of other organizations in your sector, sign up! A small donation gets you a fine sample of renewals, special appeals and cultivation mailings that can give you a really great picture of what’s hot in your niche.

Cheap and Easy Tests

If you can divide your list but don’t have a lot of money to spend, there are a few things you can test with little-to-no up front investment.

  • Try a lasered upgrade message test on the reply form. You’re already lasering donors’ names and addresses (and if you’re a very small shop, you might be printing everything on your desktop printer!) so it shouldn’t cost you much, if anything, to test two different lasered messages.
  • Play with color. Too many organizations get stuck in a color rut, which can be great for sending a strong branding message…but might get you ignored in direct mail. Try substituting a different color for black — dark blue or dark green, maybe. If you absolutely have to limit yourself to approved logo colors, try using them in unique ways — a graphic band at the top of a page, highlight specific words in the text with color, or use screens to create a layered look.
  • Along those same lines, use graphic elements to call attention to your pieces. Give your designer freer reign within the same cost parameters. Bands of color (or black), reversed out headlines, handwriting and other specialty fonts, and color screens don’t generally cost any more than more straightforward design, as long as you’re not bleeding off the edges or adding colors.

The Long Haul

If you’ve got a small list but a little money for testing, try testing the same thing over several mailings. That way you can get a more statistically significant pool of results than you can on one small mailing that might include a surprisingly large gift, or have its results impacted by things outside your control.

Bonus tip: if you’re testing something on a component that doesn’t need to change from one mailing to the next — say, a colored stock reply envelope — you can print ahead for the second mailing, which will save you money due to economies of scale.

Bottom line: money’s tight for everyone. Even the big organizations are cutting back. But you can still find ways to be innovative and creative and continue testing, even on the most constrained budget.

 Posted by Richelle at 10:36 am  Tagged with: , , , , , , , ,

Calls to Action…And How to Use Them

 Nonprofit  No Responses »
Nov 182011
 

Want your donors to bite? Give them a strong call to action!

When you send out your Direct Mail package, you’ve got one goal in mind. A gift, right?

Nope. Your one and only goal is to get your donor to take action.

That action may include a gift. And most fundraisers are hyper-focused on that outcome, since it’s measurable and — let’s face it — the reason they’re there. But donors don’t want to be treated like ATMs. They want to feel like partners in your mission, the invisible force that’s making all of your crucial work happen.

Instead of looking for the gift, look at the action the people on your list take. In time, you’ll see that the most engaged donors also have the busiest wallets. Try these calls to action for better donor engagement:

Join!

Most philanthropically minded people would love to count themselves among the enlightened and compassionate people who support your cause. Most of us like to feel like we’re part of something bigger than ourselves, a coalition or broader movement that will make things happen or solve problems or just make a difference.

Of course, by itself, asking someone to “join” your organization or your cause isn’t especially compelling. Some of us see that word and think about how we “joined” the PTA in September and by February were spending 20 hours a week making photocopies and attending meetings about school uniform policies.

So make your “join” message irresistible by linking it to a campaign or an action-plan that has specific goals in mind. Consider the difference between “Join This Great Organization!” and “Join our 3-step Campaign to Solve This Very Important Problem!” One’s vague and only moderately interesting, while the other promises results.

Subscribe!

This works well on a website or for an organization with a high-quality publication as part of its benefits. If you can get someone to subscribe to your e-newsletter or your magazine, you know that person is a willing ear. They may need a little more convincing before they fork over the dough…but if you’re writing your publications correctly, it won’t be long before that reader turns into a donor.

Of course, all the subscribers in the world are no good unless you are sending out publications that include fundraising asks and describe the various fundraising needs your organization has. So make sure the publications and fundraising teams are working together!

Sign!

I write for a lot of activist organizations, so this is one of my favorites. Anytime you send out a package (or put up a web page) with a petition in it, you’ll get a lot of people — usually around 30-50% of responders for mail — who will ONLY sign the petition without sending a gift. But guess who your best responders are the next time you go out? That’s right, those who signed the petition. Petitions are a fantastic way to get people involved in your mission and an easy way for donors to feel like they’re making a difference in your cause.

You need to have a petition-worthy issue to make this work, though. If you’re sending a petition to one of 18 city councillors or the undersecretary of some department no one knew existed, it’s not going to be very compelling. Save this for when you have a big, well known target in mind…and an issue that gets people excited enough to sign.

Tell us Your Opinion!

Everyone loves to spout off their opinions, and when you give your donors a quick, easy-to-follow survey to fill out, few can resist. Keep it short — 3-5 questions — and make sure the last question leads them to donating. (Try something like, “If you knew that This Great Organization was a leader in solving This Terrible Problem, would you be willing to support us with a financial gift?”)

All of these are great ways to get donors involved in what you’re doing. And an involved donor is a donor who gives again and again. Which gets you to the one action that most fundraisers — and board members — are most interested in: Donating.

 Posted by Richelle at 11:42 am  Tagged with: , , , , ,

Chasing that Silver Lining

 Nonprofit  No Responses »
Nov 072011
 

When I picked up my 8-year-old from school a few weeks ago and asked her how her day went, she heaved a huge sigh and said, “Terrible.” Of course, I asked what had happened. In a voice heavy with anger, she told me that her teacher had asked her to write her personal narrative more neatly.

“That’s it?” I asked.

“You don’t understand!” she howled. “I want to write fast! It made me so mad that I had to slow down!”

“So,” I said, “your teacher did one thing that made you mad, and that ruined your whole entire day?”

“Yes!”

It’s human nature to focus on the bad stuff. Listen to the morning news any day of the week, and stories about horrors happening in the world outnumber stories of joy by a wide margin. The mistakes we make in life stay with us in a way that our successes rarely do. We remember the bad days, remember exactly where we were the moment tragedy struck.  But those days of ordinary sweetness — of tasty dinners and laughs with friends — are harder to recall with the same clarity.

And the same is true at nonprofits. It’s so much easier for the Board, the staff, the volunteers — for everyone — to zero in on the one mailing that didn’t go right instead of celebrating the dozens that did. That mistake that resulted in a deluge of angry donor calls? Everyone remembers that. The fundraising event that exceeded projections? All anyone can recall is the snafu that meant there was one bathroom for 500 people.

And there is tremendous value in reflecting upon our mistakes.

But I’ve found — in life and in fundraising — that if I want to have more success and more joy, I have to chase down the success and joy I’ve already had.

Chip and Dan Heath, in their amazing book SWITCH: How to Change When Change is Hard, call this “finding the bright spots.” See where your fundraising program is working and try to replicate that success in your weaker areas.

A few years ago, I had a client that was very enthusiastic about trying new techniques in the mail, but they didn’t want to spend the money to test. The result was a series of mailings that were wildly divergent in their results. A blockbuster appeal was followed by a bomb, one renewal performed well, while the next effort tanked. They wailed over every disappointment and bemoaned the lack of consistency in their direct mail program.

I desperately wanted them to test, but they refused. So instead of fighting a pointless battle, I started honing in on what was going right in their program. I came up with a list of appeal themes that I knew had worked. The designer and I started using graphics that were still bold and exciting, but that we knew from past successes would work. We were able to create a more consistently effective program, while I continued to impress upon them the importance of testing.

The great Tom Ahern says that a fundraiser’s primary mission is to “Deliver Joy.”

But how can we deliver joy if we’re only focused on the bad stuff?

That day with my daughter, I asked her to spend the walk home from school listing three good things that had happened that day. She was sure she would never be able to think of three good things about that horrible day, but by the time we walked through our front door, we had a list of five great things about the day. (Which may not have softened the blow when I made her work on her handwriting for homework.)

Embrace your mistakes. But don’t forget to chase your successes, find the bright spots, and deliver joy.

 Posted by Richelle at 3:15 pm  Tagged with: , , , , ,

Your Fundraising Letter: the 3 Pillars of Persuasion

 Uncategorized  No Responses »
Nov 022011
 

When you sit down to plan out your next fundraising letter, of course you’ll remember to write to one donor, have one signer, make it personal (by using a lot of “I, you, we”) and keep your paragraphs short and your key ideas and asks highlighted. And still it might not be enough to push your letter from “solid” to “solid gold!”

So take another look at your copy and see if you’ve used arguments from all three Pillars of Persuasion.

Intellectual

The Intellectual Argument is often one of the easiest for people to make. We’re used to collecting facts and figures to back up our positions. Numbers can tell a powerful story to many people. After all, it’s hard to argue with cold hard statistics.

A letter I received recently from World Wildlife Fund tells me that “The average American uses 350 plastic bags each year.” That’s nearly one for every day of the year! It goes on to report that “Every year, more than 100,000 whales, seals, turtles and birds die as a result of plastic bags.” I — like probably most of the people WWF mailed to — really try to limit my use of plastic bags, but as I sit at my computer, I can look over at my recycling area and see a few poking out.

I hope I use fewer than the average 35o bags per year, but I know that if 100,000 wild animals are being killed by plastic bags, then using any bags at all is too many. Those numbers convinced me.

But you can’t rely on numbers alone.

Emotional

When you’re asking people to part with their hard-earned cash, you have to move them emotionally. One easy way to do that is to paint a picture of the problem they’re helping to solve. Animal rights groups can describe the deplorable conditions for animals raised on factory farms. Environmental groups can show the suffering of children with pollution-induced asthma or the rapid disappearance of ancient stands of old-growth trees.

Tell a story related to your mission, include a photo of someone impacted by your work, or talk about a moment that moved you.

Make your audience feel the importance of your cause and the passion of everyone in your organization to solve it.

Moral

Most of us believe we are moral people, and your direct mail package can give your donors an easy way to exercise their moral muscles. Remind them that their support places them on the side of Right. Knowing that by giving to your organization they are in fact standing up for their principles is a huge motivator for many people.

Which brings me to the silent 4th pillar:

Know your audience.

Some audiences respond more consistently to well-reasoned arguments and solid facts, while others are consistently swayed by a moral ask, and still others care little for facts and respond solely to emotional pleas. Test different ways of framing your ask to see how your audience responds.

 Posted by Richelle at 4:08 pm  Tagged with: , , , , ,

Three Ways to Collect Testimonials

 creativity, Nonprofit  No Responses »
Sep 062011
 

Collecting testimonials can happen out in the field, on the phone or during events!

We all know we should be collecting testimonials from our Members, board members, constituents, volunteers and those affected by our organization’s work. They’re the stuff of fundraising gold, able to leverage gifts more effectively than any facts and figures can ever do.

But how do you collect them?

Listen

Nonprofit professionals work long, hard, often thankless hours. By the time you answer that 50th phone call or head off to that Friday night Member event, it’s hard to remember what your own name is, much less to muster the energy to actively chase down testimonials.

So don’t.

All you have to do is listen. People want to tell you their stories. They want you to know why they support your organization and what your cause has meant to them. Give them the space to say what they want to say, and they’ll give you the gift of a shining testimonial. (You might have to take notes, though!)

Ask the Right Questions

Some people need more guidance than others. If you find yourself with someone who has a story to tell but doesn’t know how to tell it, ask them a few questions to get them thinking in the right direction:

  • How did you become involved with this organization/issue?
  • Why are you passionate about it?
  • What have you seen personally that drives you to support this organization/issue?
  • What does the organization’s work accomplish? For you? For your community? For the world?
  • What would the world look like if this problem was solved?
  • What are the barriers to solving it?

Any one of these questions can get people’s testimonial juices flowing — and give you oodles of great stuff to use in your fundraising.

Get Everyone In On the Act

Testimonials are great for fundraising, but collecting them is not just the job of fundraisers. In fact, the best testimonials often come from program staff as they’re out in the field because they’re the ones who see firsthand what needs to be done and how your organization is progressing.

All staff members — program staff, executive staff, board members, interns and volunteers — should be on the lookout for good testimonials.

Make it easy for everyone with these ideas:

  • Create a special Testimonials folder on the file server
  • Put a box on the conference table for collecting handwritten stories
  • Make a My Story form donors and friends can fill out at events
  • Learn how to use the audio recording feature on your smartphone so you can capture stories in the moment
  • Give a prize for “Testimonial of the Month”
  • Start every staff meeting off by reading one or two of the stories you’ve collected to inspire and inform

How does your organization collect and share testimonials? I’d love to hear your suggestions!

 Posted by Richelle at 11:39 am  Tagged with: , , , , , , ,

Tips & Tricks: Letter Length

 Nonprofit, Tips and Tricks  Comments Off
Aug 102011
 

The other day, I sent an acquisition letter to the new development director at an organization I’ve worked with for several years. The letter had gone through the rounds with her predecessor, but we wanted him to make sure he was comfortable with the language, the tone, and most importantly, the facts as laid out in the piece.

His #1 comment? This letter is too long! Nobody’s going to read all that.

How long is too long?

The only good answer, of course, is as long as it needs to be. But there are a few general guidelines you can follow.

There was a time when 6-page letters were not unusual, but these days, most direct mail is 2 pages or 4 pages. Why not 3? Paper costs — there’s simply no good reason to have a blank page (the back of page 3) in your package. That’s space that could be better used to sell your cause or make your case. If you’re running 3 pages and can’t cut, make sure your margins are nice and big, your paragraphs short. Try adding one more testimonial, or a personal story from the signer. But don’t waste that last page!

A 2-pager

I like 2-page letters for simpler, more straightforward campaigns. Those that have easy-to-understand asks with no need for a lot of explanation or history work well in shorter letters. Urgent actions — we have 14 days to save this animal’s life!, for example — are perfect for 2-page letters.

Sometimes financial constraints can dictate a shorter letter. If you need to save money, getting rid of that second piece of paper is an easy way to do it. But make sure you can still make your case in those two pages.

A 4-pager

There’s a reason this has been the standard for so long: it works. No, people may not read every word, but they do skim through, and if they can see that you’ve used those four pages well — with testimonials, facts, a story or two, and urgency — they’ll feel good about giving to you, knowing that you are knowledgeable and passionate about your issue.

Especially when you’re introducing someone to your organization or asking them to take a specific action, it’s nice to have that extra space to tell them why their support is so important right now.

Test, test, test!

Letter length is a fantastic test. You may think your donors like the short-and-sweet letters you’ve been sending out, only to find out they really do respond better when you tell them more. Often, organizations “cheat” on letter length by narrowing the margins and running paragraphs together. Test and see if more air in your letter — even if it runs to 4 pages — bumps up response.

Conversely, if you’ve been sending out 4-page letters for years, you might save a bundle by switching it up to 2-pagers.

Many of my clients like to switch it up depending on a number of factors: how many people are getting the mailing (the smaller mailings often get 2-pagers to save on up front costs), the subject, the action required, the signer, the printing turnaround (there are some 2-page formats that can be turned around in 48 hours at the printer), etc.

The message

Above all, the message you’re communicating should drive the letter length. Donors don’t like it when you pad your letter with boring repetition, just so you can fill out 4 pages. And they don’t like feeling like you left out important details just to keep your page count down.

 Posted by Richelle at 4:17 pm  Tagged with: , , , , ,

3 Ways to Involve Your Donors

 Nonprofit  1 Response »
Aug 042011
 

One of the easiest ways to get people fired up about your organization is to involve them directly in your work. Give them a piece of the action, and they’ll be that much more invested in your mission…which means they’ll invest in you.

So how do you get them involved? Try these three simple involvement devices that can work wonders:

Petitions

I work with a lot of activist causes, so one of my favorite involvement devices is the Petition. Petitions are win-win for organizations and donors. Your people make their voices heard, and you have a chorus behind you on some of your biggest issues.

A few of key points to consider when doing a Petition: first, it’s best if the Petition goes to someone your donors have heard of and who has the clout to make the change you’re asking for. The President, prominent members of Congress, corporate CEOs or business titans — these are all great targets. Second, make sure you’re asking for something sufficiently large enough to warrant a Petition. Your donors want to help you move mountains, not drive the truck around the block. Finally, make sure you deliver them as promised! Nothing zaps your credibility faster than collecting a stack of petitions that don’t ever make it out of your office.

Surveys

Nearly everyone loves a Survey. Like the Petition, this gives your donor the chance to make their opinion known. You can make it narrow by asking specific questions about one current issue your organization is working on, or you can ask a series of questions about the overall work your organization is doing, or, for current supporters, how you’re doing.

I like to include a survey toward the end of a Renewal series as a way of prompting late responders to finally renew — or say why they won’t. Two caveats: keep surveys short — 5-7 questions is best — and always use the final question to lead toward the gift.

Declarations

I’ve used this involvement device sparingly, but when you are launching a huge campaign, changing the direction of an organization, or pushing for policy change on a massive scale, a Declaration of Support can be a great involvement device.

Structured much like a Petition, a Declaration enables you to lay out your entire case in a few lines, then asks your donors to sign their support. You get donor buy-in for big campaigns or organizational changes, and donors get the satisfaction of being visionary leaders helping to guide and support exciting new endeavors. Again, it’s not for every campaign, but when you’ve got a blockbuster, a Declaration of Support might be just the thing to involve your donors.

One key point to remember: For all three of these involvement devices, about 1/3 to 1/2 of your responses may come back with no money. Don’t panic — these no-money responders have proven they care about your issue. They’ll reward you in the future if you keep giving them the chance.

There are many other kinds of involvement devices — from membership cards, to tear-off forms, and much more. But these are three of my favorites for nonprofits because they’re affordable and they invite your donors to become more invested in your mission than they were before.

What are your favorite involvement devices? Is there something else I should add to my bag of tricks? Post in the comments.

 Posted by Richelle at 1:54 pm  Tagged with: , , , , ,

It IS Personal

 Nonprofit  Comments Off
Jul 282011
 

Direct mailer writers always talk about making our mail ”personal”. For us that means lots of “I, you, we”, using a conversational tone, and, quite often, fudging the rules of grammar a bit.

But the other day, a couple of things happened that reminded me that there is another way to keep things personal — something it’s all too easy to forget in this day and age of social media connections and conducting business by e-mail.

First, I ran into an acquaintance who runs an arts organization. She was thrilled because her group had just been notified that they were the recipients of a big grant. I congratulated her, and she told me this story:

“You know, we thought for sure we were out of the running this year. The group giving the grant just announced they were eliminating arts funding! So when I got word, I immediately called them up to say ‘thank you’. The man in charge of granting the awards told me that he had gone against the new policy specifically for us because he remembered meeting our Executive Director and having a great conversation with her at an unrelated event. Personal connections really do count!”

Do they ever.

A similar thing happened to me a couple of months ago. A client I’d been working with for a couple of years went through some restructuring. They completely reevaluated all of their old contracts with an eye on reinventing their program from the ground up. I fully expected to lose the business.

But the Development Director called me up and asked that I stay on, one of the few contractors asked to do so. Now, I’m sure my strong work ethic and quality product played a part in that decision. But the tipping point?

I took the time while on a vacation in their city to stop by and meet the gang at their office.

This wasn’t actually a calculated move on my part. At the time, I had no idea that they were planning on restructuring. I just wanted to be able to put faces to the e-mail addresses and conference call voices. But those couple of hours out of my vacation paid off.

Those face-to-face connections are important — maybe even more so now that so many of us do business with people across the country…or across the globe. It might take a little extra time and effort, but the payoff could make it all worth it.

 Posted by Richelle at 1:06 pm  Tagged with: , , , , , , ,
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