It’s Not Just What You Say, but How You Say It

I learned a long time ago, as a development professional, that having a great case for support is nearly meaningless unless you also develop compelling messaging. Unfortunately, many nonprofits continue to send the same dull, institutional-focused direct mail that prospects easily bypass in the paper shuffle. Charities continue to make uninspiring calls, publish informative articles few read, run ads that donors only glance at and soon forget. Here are three tips for crafting more compelling content: 1. Cite fewer statistics and tell more stories. 2. Use humor. 3. Choose your words carefully.