#1 Tip to Create a Donor-Centered Appeal Letter
Wish you could have been there:
Sue was at her computer, struggling once again. She was trying to get the wording right in her fundraising appeal letter.
“Dang, this is so hard,” she thought. Trying to make it donor-centered was a serious challenge.
Especially when her CEO wanted the letter to include news about her organization’s recent achievements. (!)
Sue knew that the letter needed to be needed all about the donors.
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It needed to be a donor-centered fundraising appeal – not organization-centered.
One that would put a heartfelt ask in front of her donors. One that would maker her donors give generously.
Everybody’s been talking about donor-centered fundraising for years. (thanks Penelope Burk!)
But in my opinion, very few nonprofits are getting it right.
I hate to say it but we see some well-intentioned pablum coming from some of our favorite nonprofits.
However, we will agree with you that it is quite challenging to get the “donor-centered” tone right!
Perhaps it’s because fundraisers feel like they have to justify the ask, to build credibility with our donor.
But there is a way to ask that can penetrate your donor’s heart. And there is also a format for asking that can put your donor to sleep!
The Key to a Donor-Centered Fundraising Appeal:
Connect the Donor Directly to Your Organization’s Work
Here’s our advice: Stop talking (bragging) about yourself and your wonderful organization.
Stop taking credit for the change you create in the world. Instead give the donor the credit.
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Change the focus.
Tell your donor that THEY are going to change the world, not you.
Talking about your nonprofit is “self-centered.” Talking about your work out in the world, and connecting your donor’s gift directly to your work is “donor-centered.”
What do we mean? Here are some examples from real, live appeal letters we have received:
From a Self-Centered to a Donor-Centered Fundraising Appeal:
Here’s an “organization-centered” ask:
“Your renewed annual support is needed to help us fight for a strong, vibrant democracy.
Here’s the same ask in donor-centered language:
Your renewed annual support will help fight for a strong vibrant democracy.
Organization-centered ask:
“Your gift of xxxx will help us educate and empower many citizens in our area.
Donor-centered ask version:
“Your gift of xxx will help educate and empower many citizens in our area.
Organization-centered ask:
Your gift will help us continue our contribution of great art to this community.
Donor-centered ask version:
Your gift will help bring great art to our very own community.
Organization-centered ask:
Your support is necessary to our ministry of providing care for those less fortunate and will make an impact on those in need in our community.
Donor-centered ask version:
Your support helps minister directly to those less fortunate. Your generous gift extends a loving hand to those in need in our community.
Remove your organization as the intermediary between the donor and your results.
Stop focusing on your own organization in the letter. Get rid of the “us” and “we” stuff.
Instead, help the donor feel directly connected to your own results, by using “you” and your.”
In the latter example, instead of having the ministry be the provider of care, instead the donor is asked to literally be the one who is providing the care.
In this example, the donor gets to extend a loving hand, instead of the organization extending its hand.
It’s not intuitive to write a letter like this. But it is possible, if you work at it.
We’ll warn you that it’s really difficult. Why? Because your organization’s leaders want to brag a bit.
They want to take credit for their hard work. And they deserve credit – just not in donor-centered fundraising appeal letters!
Revamp your next appeal letter with these donor-centered strategies in mind:
- Be sure you use “you” more than the word “we.” The great Ken Burnett (follow him!) says that “you is the most powerful word in fundraising.”
- Show your donor directly how and why their gift will make a difference.
- Be passionate and wear your heart on your sleeve when writing to donors.
- Use plain, powerful language that grips your donors’ hearts.
- And tell your donor exactly how her money will be used.
BOTTOM LINE – Create a Donor-Centered Fundraising Appeal:
Donor-centered is quite difficult to nail.
If you really want to tap your donor’s true potential – then you can pull this off.
