We all want to grab our donor’s attention, persuade them to read our message, and inspire them to make a gift. A fantastic way to do this is by using empowering language. Statements that excite the reader or that paint a picture will do wonders to help your message stand out. Here are some examples of regular language versus empowering language
PLAIN LANGUAGEEMPOWERING LANGUAGE
Make a contribution or Donate Now!
Click here to donate or Make a difference today
Give what you can or No donation is too small
Please we need your help or Be a hero to someone in need
We can’t do it without you or Donors like you make this possible
Every dollar helps or Donate $5 now
Empowering language makes a huge difference in how your message is received. Dazzle your donors with the language you use and they’ll dazzle you with their gifts in return!
Did you know that Individual donors account for 72% of all giving? Just think of how much more you could raise if you could retain and upgrade all of your donors. The sky is the limit! It is essential that you take the necessary steps to not only keep your donors but to encourage them to give more.
How to Retain Your Donors
Your current donors are your low hanging fruit, your easiest targets. You already know they are invested in your cause and they care about your mission. However, if you don’t handle them correctly, they could very easily take their donations elsewhere. Here’s how to keep them:
APPRECIATE THEM!
Organize a call unit to make phone calls to thank them for their past donations. Mention how grateful your organization is for their support in each appeal letter. Make sure they feel special and valued.
TELL THEM HOW THEY MADE A DIFFERENCE.
What did you do with the last gift your donor sent you? Did it pay for 10 children to attend camp? Buy food for 20 families? Sharing the tremendous impact that your donor made on the lives of others will not only make them feel good about their last gift, it will make them eager to give again!
How to Upgrade Your Donors
A sure way to raise more money for your cause without even having to find more donors is to get your current donors to give more. Some donors tend to send the same check year after year, while others may jump around based on their personal situation. Here are a few ideas for getting them to upgrade:
SUGGESTED GIVING LEVELS
How will your donor ever know that you could really use $150 instead of the $100 they’ve been sending every year? Simply suggesting a higher gift amount is sure to get your donor to at least consider upgrading. As long as it is done respectfully and thoughtfully, you’ll never offend a donor by suggesting a higher gift amount.
USE SPECIFIC DATA
Use specific numbers, goals, and costs when suggesting a donor increase their gift. Tell them why you need it and what it will do. Justify your ask.
MOVES MANAGEMENT
The most important thing you can do to upgrade your donors is develop a good moves management program. Look through your donor data and chart out who you plan to upgrade and how you plan to get there. Then, of course, make sure you follow your plan!
How to Handle Downgrades
Some donors are going to downgrade. That’s life. Maybe they were hit with unexpected bills, a job change, or felt like they needed to spend more of their donation dollars somewhere else. Regarding these donors with care and respect is vital. Don’t lose these donors!
RECOGNITION
Form a recognition society based on longevity of giving. This will make your donors realize that they are still important to you. They’ll want to keep on giving to stay in the “club.”
COMMUNICATION
Keep the lines of communication open. Make sure they are still receiving information about your programs and the impact of their donation. You could even explore other methods of giving from in-kind gifts to planned giving.
As nonprofits, we know how many new donors and first time donors get away! We lose them folks, 70% never show up again! We need to welcome them with open arms immediately and turn them into interested, cared-for donors! Here are proven strategies and examples that work wonders!
What You Need to Know Now About Donor Communications
Here are more Donor Communication Questions you need to know the answers to! Do you know what % of US charitable income is now raised online? Do you know if Direct Mail still works? And do you know how long your appeal letter should be for best results? Watch now for these answers and more!
A blog I read and admire struck a chord. Here are 9 Donation Page Mistakes you need to be certain you’re not making (the link to the blog is below). Today we explore Mistake #8 (No Social Media Links) and how to fix it!
A blog I read and admire struck a chord. Here are 9 Donation Page Mistakes you need to be certain you’re not making (the link to the blog is below). Today we explore Mistake #7 (Not Making Monthly Giving Front & Center) and how to fix it!
A blog I read and admire struck a chord with this short blog. Here are 9 Donation Page Mistakes you need to be certain you’re not making (the link to the blog is below). Today we explore Mistake #6 (Avoiding Giving Levels) and how to fix it!
A blog I read and admire struck a chord with this short blog. Here are 9 Donation Page Mistakes you need to be certain you’re not making (the link to the blog is below). Today we explore Mistake #5 (Not Being Mobile Responsive) and how to fix it!
A blog I read and admire struck a chord with this short blog. Here are 9 Donation Page Mistakes you need to be certain you’re not making (the link to the blog is below). Today we explore Mistake #3 (Too Much Junk On Page) and how to fix it!
Time to CELELBRATE! Celebrate Your DONORS and Celebrate Donor Milestones!
Got really inspired by Donor Relations Guru’s blog, “Celebrating Donor Milestones-Reasons to Ring the Bell” and you’re gonna love these inspired ideas! And better than that, so will your donors! Celebrate with me and watch now!
Could you use a fabulous blueprint for a super successful Lapsed Donor Letter? How about not just one, but two? Watch now and snag this wonderful reconnecting donor content for your own lapsed donor mailing this year!
In his book, A Fundraiser’s Guide to Irresistible Communications, Jeff Brooks talks about the writing style of fundraisers.
He says successful fundraising writing is the result of decades of experience and it is very unique. In fact, it is so different that it can be a bit of a shock. Business writers might find it to be too casual. Journalists would think it is too repetitive and subjective. And academic writers likely find fundraising writing to be too messy and simplistic. Fundraising letters are simply a different animal. Knowledge is power!
When fundraising , we know exactly how many donors responded to our letters. We know how much each one gave, we know how many gave again, how much, and how often. Because we know our numbers, we know when we need to change things.
Sense of Urgency
The importance of being urgent cannot be overstated. Tell your donors that immediate action needs to be taken. Let them know what is at stake. Let them know they are important by addressing the letter to one donor.
Storytelling
One of the reasons that donors don’t give is because they think that their gifts don’t matter. To make sure your donors don’t feel this way, tell one story to one person at a time. Tell a particular story about one person your donor’s gift will affect. Don’t say, “your gift will fund our ongoing work.” This makes their gift seem unimportant.
Easy to read
You’ve written a good message. You’ve let your donor know their role. Now you must make it easy to read. Use short words and short paragraphs. The very best grade level to write to for ease of reading is between 4th and 6th grade. This can spell success or failure
Length
Long messages work better. In fact, Jeff’s research showed that in direct mail, the shorter message only does better about 10% of the time. Longer messages are even still holding their own against short messages, tweets, and texts. Watch your donor behavior to determine if long letters are still right for your audience.
Why is long better? There are several theories:
• Aunt Ruth Theory – Many donors, especially baby boomers, just enjoy reading. Jeff named this theory after his aunt who aunt who loved to read long solicitations because it made her feel connected to the causes she cared about. • Multiple Triggers Theory – Donors are more likely to give when you help them visualize a need and that takes a longer message.
• Hopscotch Theory – Very few people read every word on the page. They bounce around reading a little here and a little there. So the longer the letter the more they might read.
– If the letter is long it may signal to donors that it is more important.
Repetition
In a long letter, it is important to use repetition. Make your ask several times throughout. Put an ask in between each of your other components. If you are serious about raising funds, you really have to ask again and again.
