One of my favourite quotes (paraphrased below) is by American poet Maya Angelou:
People will forget what you said, people will forget what you did, but people will never forget how you made them feel.
These words apply to all aspects of our lives – including the fundraising work that we do. You can spend a lot of time crafting donor communications, but they need to be dripping in emotion. It’s okay if donors forget your exact words, as long as they don’t forget the feelings you arose in them. You want your messages to awaken your donors’ emotions and prompt them into action; you want your words to speak to their hearts and souls.
All of the best fundraising – the stuff that creates loyal donors – does.
We’ve written lots of white papers, articles, tips and blogs into ways you can make your fundraising even better. And in May, Leah Eustace will be speaking about one of the most effective ways, story telling, at this year’s IFC Online Conference.
My post today actually segues nicely into a special offer that we’ve just announced. This March – and only this March – we’re offering the Good Works Passion Test. It’s your chance to have your donor communications reviewed in depth, focusing on their impact on the heart and soul of your donors.