Creative

Imagine for a minute that you’re remodeling your bathroom. You’re looking for something new and different. Something exciting! So you ask your contractor to be really creative. You expand the budget, you extend your timeline and the big day finally arrives. You walk into your gorgeous new bathroom, only to find that there is no toilet.

Sounds ridiculous, right? But in so many ways this is what happens in the direct-response fundraising world every single day. In our quest for new, exciting and creative, we can sometimes lose track of the goal.

As a savvy nonprofit professional, you understand that effective storytelling is one of the most important ways to raise money and grow support for your cause. However, there are certain challenges that some nonprofits face when collecting and disseminating stories about their organizations.

I have detailed the three most common challenges that nonprofits face in storytelling, along with my suggested solutions.

Right now is a great time to get out your fundraising stethoscope and give your program its summer checkup. Like people, cars and many other things, a fundraising program works best with some routine care.

Many nonprofits view the thank-you letter as no more than a tax receipt. Smart nonprofits, however, recognize the donor acknowledgment letter as a critical component of the stewardship phase of the fundraising life cycle. A well-written letter not only expresses gratitude, but can serve as an opportunity to create an even greater affinity and appreciation for your organization’s mission. Here we address the components of a great donor thank-you letter.

Are you inward-focused or outward-focused with your marketing and fundraising?

Do your donors think rationally when they give a gift? At the start of this video, you’ll be asked a question by Jeff Brooks, creative director at TrueSense Marketing. The question is about making a gift. My guess is, just like your donors, you’ll probably get the answer wrong.

As the rest of the video unfolds, you’ll have a better understanding of what you’ll need to focus on when putting your message or story together.

Are you starting to write your annual report? Do you want to know how to write a better letter from your director? What makes a good letter from a director in your annual report? Well, here’s a letter from the board chair in the first annual report I made, in 2007. Let’s take a critical look at it. Here’s a letter from the board chair in my first annual report.

“Dear Bernard…”

I’ve been reading The Nation all my adult life. I’ve subscribed to it for 30 years. And I used to give a donation every month — but not anymore.

“Bernard, don’t let them win!”

Sorry. There are other progressive organizations. Hell, there are other progressive magazines. If I want to do my part to keep the right-wingers from stamping corporate logos on people’s minds, I can give my money elsewhere.

“Bernard, we want you back.”

Too bad. Because my name is not Bernard.

In "The Missing Middle" report on midlevel donor engagement, authors Alia McKee and Mark Rovner of Sea Change Strategies lay out six key points for creating a good content marketing strategy to engage midlevel supporters: deep substance, consistent narrative across all channels, major focus on stewardship, branded name, personal point of contact and reduced ask frequency.

I love this approach. In fact, let’s talk briefly about how your technology can help you do this.

You could use this as a fundraising copywriting checklist: This post at the Hilborn Blog, "Twenty things you should know before planning your next direct-response campaign," includes a very handy list: Components of a great letter.

• Make your appeal letter optically pleasing and inviting to read.
• Write small paragraphs and short sentences. Make use of image.
• Be conversational and informal.
• Feature an emotional story that personalizes your organization or cause.
• Thank your donor. Then thank the donor again. …