Bridge the Giving Gap

Kathy Swayze, president of Impact Communications, who works with many organizations seeking to provide more compelling messages, refers to this as moving individuals in mid-level programs “from donors to investors” by telling more in-depth stories, providing mission-related content and writing to them at a higher educational level. These longer letters provide more in-depth descriptions of programs and, with the rest of the package, can be used to build a solid case for giving. For mid-level donors, direct-response techniques are combined with the depth of messaging found in the in-depth proposals used by major-gift officers.