Jargon is the Bane of Fundraising
Am I communicating - or simply making noise?
Is that how our fundraising appears to our supporters? Like it's been subjected to a heartless translation machine?
Dave Goetz (who I have known for years - but don't hold that against him) notes several ways we train prospects to ignore our communication. Since the book is short enough that listing them all is probably a violation of copyright laws, I'll mention just one: "Too much copy that feels like it was written by the same ad agency. Change the names, and the text is the same."
- Companies:
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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