Dig Deep to Find the Heart Strings for Your Fundraising Copy
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How do you reach your donor’s heart strings when your mission is a museum, a symphony, an opera or anything related to the cultural or performing arts? After all you’re not curing a sick child or feeding the poor. But your mission is very important nonetheless.
Today I’ll share techniques any nonprofit can use in their fundraising copy using examples from cultural missions.
Viewing a masterful painting; listening to the music of the ages; or watching a stage performance all arouse emotions in your patrons. Emotions such as passion, sympathy, joy, love, optimism, and happiness to name a few. You might inspire dreams; satisfy a burning curiosity; help someone relive a fond memory; bring peace to their heart; or revitalize their spirit.
But you need to know exactly how your patrons feel so you can include those emotions and stories in your copy. This will inspire more readers to donate generously. And the best way to find out how they feel is to ask them.
Ask the people who visit your museum. Talk to people during the opera’s intermission or as they’re leaving. Base the tone of your letter on their answers. Also include testimonials when it makes sense to do so.
People tend to give “fluffy” superficial answers. Therefore, only when you ask a series of questions that probe deeper and deeper will you find nuggets to stir the heart strings of your readers.
For example:
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A symphony, play or opera
What did you enjoy most?
Why did that mean so much to you?
Why did you enjoy that part of the play so much?
What were your favorite parts?
Why?
How did that make you feel?
Were you thinking about anything special as you watched/listened? Did we trigger any memories or spark any images in your mind?
A museum
What did you like best about our museum?
What did it mean for you to visit us today?
How is it that special to you?
What did you learn today?
Why is that important to you?
How did you feel or what were you thinking about at that moment?
Did you participate in any of the special events we held today?
Why did you choose that one?
Why is that important to you?
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Tell the person you’re interviewing that you’re asking for a favor – you’re asking for their help so you can do a better job of sharing the story and getting support for your organization. A similar pattern of questions can be applied to any nonprofit mission.
Yes, donors give to causes that help the needy and the sick. But many also want to help enrich lives in another way through the arts and culture. You provide a special fulfillment critically needed: Your mission brings balance to our lives. These are all reasons why readers donate to your organization.
And to get all the support you need you must also tell compelling, emotional stories. Dig deep for the emotion and your fundraising efforts will be rewarded.
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Just for fun - a quote for you
"To keep a lamp burning, we have to keep putting oil in it." (Mother Teresa)
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Have a Burning Question? [165 words]
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