Copywriting

In the September 2008 issue, copywriter Willis Turner wrote about "3 Things Your Donor Doesn’t Give a Hoot About." The bad news? "Sorry, Charlie, but it starts with you," Willis warned.

Subject lines are more important than you might think. On average, at least 100 e-mails flood your constituents' inboxes every single day. That's a lot of digital noise to shout over, which is why your e-mail subject lines need as much TLC as the content inside. Here's a simple, four-step makeover to help transform your subject lines from ho-hum to "Oh, wow!": State the obvious, stand out from the crowd, avoid the spam trap and keep it short.

As social-media platforms seem to keep changing at an exponential rate, there is one thing that you can count on to remain the same for at least the next thousand years: People will always make decisions based on emotion and justify those decisions with reason. Here are six ways brain science can increase fundraising results, get more volunteers, and change behaviors: Tell them what the Jones' gave. Leverage the halo effect. show them how far they have to go. Let them see the impact. Swap out stats for stories. Ask them to promise.

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.

In July 2008, Jeff Brooks warned that no matter how good an idea is, it can hurt you if you do it wrong in his Easier Said Than Done column, "Useful Truths: Apply With Care."

If you're in a real hurry to drive your fundraising program into the ground by driving away your donors, here are some common nonprofit practices that can help you along the way: 1. Write and design to please yourself. 2. Have a braggy, self-centered brand. 3. Educate your donors. 4. Don't tell stories. 5. Don't offer your donors choices. 6. Take a long time to acknowledge gifts. 7. Send your donors generic acknowledgments, not genuine thank-yous. 8. Never report back to donors what their giving accomplished. 9. Let your donor data be sloppy.

In 1984 Robert Cialdini wrote a groundbreaking book, "Influence: The Psychology of Persuasion," outlining principles of influence that affect human behaviors. A new infographic visually makes the point that, while technology advances, human triggers remain constant.

Even someone inclined to support your cause may not give unless you push the right buttons. Here are five triggers with a few suggested strategies (I’m sure you can come up with more) to use these principles in your offline and online relationship building with prospective supporters.

To celebrate 30 years of evolving fundraising thinking, here is a new eight-stage cycle that has been tested, adapted and applied for the 21st century and beyond: 1. Stories. 2. Connection. 3. Inspiration. 4. Engagement. 5. Conversation. 6. Belonging. 7. Inspiration. 8. Appreciation.

Storytelling can influence social change. And the time is now. Today, each of us has the opportunity, and the platform, to not only share our stories but also to play a role in creating positive impact by informing the global conversation. Beverly Schwartz, VP of global marketing at Ashoka, author of “Rippling: How Social Entrepreneurs Spread Innovation throughout the World,” shares three (and a half) storytelling tips: 1. Be your own change. 2. Speak from your heart, share your truth. 3. Accessible, relevant and realistic examples allow others to see their own power.

Being relevant in the lives of your nonprofit’s supporters doesn’t usually happen by accident. Use this checklist to determine if you are doing what it takes to be relevant. The more you agree with these statements, the better!

1. We know and understand the people we are communicating with.
2. We regularly and systematically listen to their concerns, ideas, issues, compliments, and complaints.
3. We segment our lists so that people get the information that is most relevant to them.