And now... 3 things that you've learned over the years...
In a previous email to our subscribers, I asked them to share 3 things they've learned in all the years they've been working in direct response and individual giving!
And I wanted to share a few of my favourites with you in the hopes you find them useful as well.
In no particular order, here are the things you’ve learned and shared with me about direct response and individual giving!
From Lan:
Long letters usually work better than short letters
Make sure there are a lot of ‘you’ and ’your’ in the copy. If there are too many ‘we’ or ‘I’, you’re doing it wrong.
Donors don’t care about the organisation mission, 5 year strategy or the logo change. Keep it about donors and beneficiaries, always!
From Noreen:
Font size is important. Minimum 14.
Segmentation and personalization increased engagement.
From Andrew:
Story is king – set the stage for you donor to take the spotlight and be the hero.
You, you, you – circle the word “you” in your copy. It should look like swiss cheese. If it doesn’t, go back and rework it.
Bucket brigade – give me an opening that gets me to the next paragraph, give me a next paragraph that gets me further down the letter, and so on
From Esther:
Write as a human to a human – we’re personal people who want to be seen; that doesn’t change
Tell someone’s story in their own words. It adds credibility in the donor’s eyes and gives people who have often been pushed aside a voice. There’s something powerful about hearing the need from the person themselves.
People give to people – not to organizations. People don’t give to us – they give to make a difference in someone else’s life (and be specific about what that difference is so you don’t blend into every other nonprofit out there).
From Susi:
Use the word “you“ at least twice as much as “we“. Or even better: use no “we“, no “us“ at all. Only “you“. It’s possible.
Never EVER assume you KNOW how your donors will react. Test. Full stop.
A simple letter with a good idea (with a lot of “you“ in it can perform as good as a pack with a great, expensive incentive.
From Anita:
Trust what the statistics say about donor behaviour. It's been tested multiple times and always comes it true.
Don't let the last mailing be your template. Test, test, and then test again.
Donors are people, not cash cows. People will always give to what they value and believe in. Speak to people.
From Peggy (3 things as they relate to legacy giving):
Loyal donors are more than happy to complete surveys - and the info on commitments, intentions and interest in gifts in wills is GOLD
People relate to people like them an for legacy donors that means people who are ALIVE
Less is more
From ME:
The more your mail looks like a personal piece of communication from me to you, the better it will perform (ie: the more money it will raise)
Make your letters and newsletters skimmable. A lot of donors make a decision to give based on what’s in the emphasized type. (To that point, make sure anything that you emphasis is related to what you are asking me for, what you want me to do, what my gift will accomplish and how much you appreciate me.)
Longer letters test better. (UNLESS they are really crappy letters, then length won’t help you.)
BONUS • Make sure your appeal actually asks for something specific or is clear why you are mailing or emailing today!
Feeling inspired to share 3 of YOUR top tips? You know what to do - add them to the comment below and share your abundance of knowledge!
#StandingBy