How Holiday Frenzy Relates to Fundraising Year-Round
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Here in the U.S. at least, from about mid-November until the 1st of January life can be a bit hectic. Lots of holidays and special events compete for your time and energy.
It's all too easy to get caught up in the frenzy. And when you do, you can also lose sight of the true purpose for each of these very special and extremely important holidays.
A similar situation could strike your fundraising efforts anytime of the year. You get caught up in the everyday hustle and bustle of operating your nonprofit. You know what I mean . . . the meetings, budgets, staffing issues, planning and strategizing, and on and on and ON.
Yup. You get so caught up that you just might lose sight of your donors. The folks who literally help keep your doors open. You might assume you know what they want. Or you might assume they all understand exactly what you want them to understand. Or you might assume that "Of course they'll give. It's so obvious how important our cause is that why wouldn't they give?"
Unfortunately the world of fundraising isn't that ideal.
That means ALL your web copy, newsletters, appeal letters, special events, and thank-you letters must be donor-centered. I urge you to keep a picture of your ideal donor in your mind every time you write fundraising copy. Or just about any copy for that matter.
Also, whenever you write . . . know what the purpose of the communication. And get as specific as you can. It's all part of being donor-centered. For example:
- Are you soliciting new donors or members?
- Exactly what do you want them to do: Give money and/or take a specific action?
- And why do you want them to do it?
Another tip: Have you ever made a list of a dozen or even two-dozen reasons WHY someone would donate, join, or support your organization? It could help you write your next letter from the donor's point of view.
And when you write and operate from your donor's point of view, your fundraising results will improve. More readers will take the action you desire them to take. Why? Because it naturally comes through from a deep level that you DO understand and care about your donors. You're one of them.
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Just for fun - a quote for you
"I don't know what your destiny will be, but one thing I do know: The only ones among you who will be really happy are those who have sought and found how to serve." (Albert Schweitzer)
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