Fundraising success comes from effective communication. I’ve watched as one organization after another, struggles with engaging their supporters by using communication that misses the mark.

Last week I met with Ann, from a local mid-size organization serving youth. We talked about their eNewsletter and whether or not it was effective. She said, “Our click-through rates are low and I know we are missing something.” So we took a look at some of the past articles.

What we found is all of the articles were either thanking others for support or inviting readers to an event. Nowhere was there a message about why the dollars raised at the event were important, or why the youth needed that specific event.

In the articles that were inviting readers to attend something it was not clear what would happen for the youth if people DID attend. Example: When you join us at this event we will raise $15,000 — Enough to allow 300 low-income, troubled youth ages 6 – 16 to feel safe and have the fun a child deserves to have.

Here’s one article headline example:
Rockland Bank Sponsors Youth Day

The article went on to tell readers about all the fun that was had at a recent youth event. The event was in the past so I couldn’t attend but the newsletter used a good amount of space to acknowledge the sponsor. And I wasn’t clear WHY the youth needed this event in their lives.

Here’s what I suggest your headlines and articles do:

1. Have a subject line or headline that causes me to want more information. The subject line for the eNewsletter is as important at the titles of each article.
2. Tell readers something about the outcome of what you do.
3. Briefly explain why your organization needed the money and let people know if you need more for future programs, youth days or whatever was sponsored.
4. In the copy of the article give acknowledgement to the sponsor by bolding their name a couple of times. Frankly, the sponsor doesn’t often care if they are listed in the headline. They want to know their work mattered and made a difference.

Here is a re-write of the headline with short article that conveys some “meat” about why this event was held:

$10,000 Allows Youth Experience of a Lifetime.

For six hours, 75 troubled youth, ages 6 to 16, got to forget their worries and play like children are made to at the Rockland Bank Youth Day on June 16. Surrounded by caring adults, youth like Dashawn (include photo) were able to laugh, run, cook and eat two healthy meals and create memories that will last a lifetime. For a few hours these youth were free from peer pressure and the struggles of living in low-income neighborhoods.

In addition to $10,000, Rockland Bank provided 80 volunteers who participated in the amazing Youth Day experience.  Each volunteer was paired one-on-one with a youth to teach them a new skill or simply mentor them for a few hours.

This year we have the resources to hold 3 of 6 planned Youth Days. More than 500 youth who would normally participate in these fun, safe day-long events will not be able to due to funding challenges this year. There is still time to schedule the remaining 3 Youth Days if your company is interested. Please contact Ann@Youthdayevents.org for more information.

Our sincere thanks to Rockland Bank!   

Remember to cause readers to learn something in your communication.

Focus on the outcome of what your organization does rather than the logistics of how great the event was or will be and you will likely create better understanding about what is needed and MORE participation.

Join Lori at:
Creative Grantmaking – Inspiring Hope,
Donors Forum of Wisconsin, 10^th Annual Statewide Conference on Philanthropy
The Pfister Hotel, Milwaukee, WI

Lori’s session: Expanding Your Reach: Engaging Your Board is recommended for Community Foundations.

Your board can be among your most powerful assets.  Too often though the board doesn’t want to be involved in fundraising or views fundraising as a daunting task.  The result is that many board members do nothing or very little when it comes to fundraising.  To address this challenge, your board members may need more clear direction and guidance about how to participate so it feels rewarding and an integral part of their board involvement.  In this interactive session with Lori Jacobwith you will learn some concrete tools and techniques that may help make fundraising a rewarding experience for you and your board.

Not surprisingly most development professionals have a long “to do” list. It can feel overwhelming to keep up with data-entry, make donor phone calls, draft mailings & reports and do all the other tasks associated with our work.  Because there is so much, being able to cross things off a to do list can feel great.

But do we get too caught up in the satisfaction of the action that we forget the basis of our work? Building deeper relationships with our donors? I was reminded recently by Greg, a long-time development professional, that crossing off the list doesn’t always honor someone’s connection to our organization.

At a meeting recently, Greg asked me to review a letter he was sending to a handful of donors who had lapsed on their annual pledges. He explained that these 8 people had made their initial pledges anywhere from a one to three years ago. My question to him was, “When is the last time you had any personal contact with them?”

“Not for the last year or two other than the thank you call they received for their gifts,” was Greg’s honest reply. “But they all receive our newsletter two times a year.”

I pondered this and talked with Greg about the fact that while the letter was written well, these people cared enough to make a pledge at one time, when they felt deeply connected and moved by the mission. To send a letter asking for the money may feel unwelcoming on the receiving end. It would be more powerful to connect via phone with these folks who may be facing financial challenges themselves or experiencing a lack of connection to the organization. We discussed a phone approach that felt authentic, with questions about how THEY are doing in this economy, conducted a short role play about one of the donors, and I left.

The next day I received these words from Greg in an email message:

“Thank you for sharing your time, inspiration, and guidance to talk this issue through and take my work to whole new levels. Deep down I know this work is all about relationships and energy. Sometimes it is hard to remember this in the midst of all the paperwork, the nuts and bolts details to manage, and the things that come at you to juggle.

Sometimes it’s hard to make that phone call when you share an office or somebody is vacuuming. And it would just be more convenient and expedient to send that reminder letter and cross the task off a list. I can write a good letter, but I realize now that it bypasses the opportunity to authentically connect with our donors and take our relationship to the next level.”

Do you know how your top donors are faring in this economy? I hope Greg’s words will inspire YOU to pick up the phone and find out. When you do, if you are authentic in wanting to learn more about them and share something new about your organization, I guarantee the message you leave or the conversation you have WILL move things to a new level in their relationship with you.

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