Donor Focus: Parents — It’s Not Child’s Play

Talking to busy parents
“Today’s parents are busier than ever,” Derbyshire says, “so the organization’s communications need to be direct, clear and straightforward — and the activities need to be easy to participate in.”

She suggests that the best way to reach parents through fundraising copy is to include:

• what program or project you are asking them to support;

• key background information on the program or project, as well as on the organization, especially if they are not familiar with it; and

• how, specifically, you want them to get involved and exactly what you want them and their children to do.

McCurry also believes in making that information clear, concise — and accessible.