This week I’ve been writing an appeal. While most of the fundraising writing we do is for major gift campaigns, I can’t quite give up writing fundraising mail copy for some of our clients.
I feel like it keeps me grounded in the constant balance of art and science that fundraising is. It also pushes me to think about a donor I’ve never met and challenges me to try to inspire a conversation through a piece of paper. It’s humbling – and it’s hard.
But here’s what works for me – and it can work for you, too.
I find someone in the organization’s orbit that has been around for a while and I use their voice to shape a compelling ask. It doesn’t have to be the executive director. (In fact it might be better if it isn’t). It can be a staff member, a Board member, a long-time volunteer, a donor, or a client. If you’re a human service organization with fears around confidentiality, it can be a compilation of stories or bits and pieces.
Getting the voice right can be challenging. You have to be a shape shifter and chameleon, listening hard and channeling the language of the storyteller into a 2 to 4 page letter that inspires the reader to give. Molding a unique human perspective into all that we know about direct mail through testing (which is quite a lot) is a true balancing act.
So, I sit down with the storyteller and my computer (a recording device works, too) and start with a few questions. Most of the time, people don’t even know that they have a great story to tell, but a few good prompts will start a conversation that can bring you nuggets of gold for your appeal.
- How did you start working (or volunteering) for this organization? (This question can be a great beginning for the appeal and it helps get your storyteller in right frame of mind).
- How has the organization evolved over your time here? (Sometimes there is a good story or hook in the way the organization has changed over the years).
- Tell me a story about a victory or accomplishment that means a lot to you personally. (And explore how that connects to the current work).
- Why do you think a donor should support this organization? (Put the storyteller in the donors’ shoes and ask why they would give).
- What one thing would you want a donor to know about this organization? (The organization may already have clear messaging, but it’s often really helpful to hear other perspectives).
- If a donor offered to give your organization $1 million in exchange for a compelling plan for its use, what plan would you offer? (You can’t just tell a story. You have to offer an inspirational vision that is possible with donor support).
- What part do you want your donors to play in making your vision happen? Is it just about giving money or do you want more from them? Do you consider them partners, advocates, evangelists? (Every organization should consider if they are going to “engage” their donors beyond the fundraising appeal and newsletter. This other perspective may help shape those strategies).
While this is the list I have in my mind whenever I interview someone for an appeal, I find that the best stories are uncovered as you follow your curiosity. Keep asking why. Stay away from acronyms and jargon and get to the real essence of the story. And then re-tell it in straightforward, authentic language that sounds like your storyteller.
It’s not easy, but if you want to get beyond the tired language of “your-gift-will-really-make-a-difference”, you’ll find great inspiration through the eyes of others.
Do you have other questions you’d add to this list?
photo by tonyhall via Flickr Creative Commons
