Are You Engaging Donors or Disengaging Them?
When you ask donors to give, you’re asking them to take an action that gives them a sense of accomplishment. If your non-ask emails become so numerous and uninvolving that they become part of the background noise in your donors’ already overcrowded mailboxes, their attention will start to drift.
Remember that you’re sending these communications to donors. Your most important job is to keep them motivated to donate.
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.
