Thoughts for Today
“There is a fountain of youth: it is your mind, your talents, the creativity you bring to your life and the lives of people you love. When you learn to tap this source, you will truly have defeated age”. Sophia Loren
"Originality is the essence of true scholarship. Creativity is the soul of the true scholar." Nnamdi Azikiwi
"Creativity can solve almost any problem. The creative act, the defeat of habit by originality, overcomes everything." George Lois
Creative Copywriting
It’s that time of year when my mailbox is full of solicitations from lots of worthy causes. Throughout the year I receive thousands of pieces of advertising copy and fundraising appeals from non-profit organizations. I sign up for everyone’s e-newsletters and I try to get on as many mailing lists as possible. I like to see what is being produced in the marketplace.
Out of the thousands of solicitations I receive every year a handful make it into my personal Non-Profit Hall of Fame. I may have been the packaging that demanded to be opened, or a letter that nearly moved me to tears. On some occasions the appeal was so outstanding I actually broke down and wrote a check.
You have to understand that after 10 years in this industry, I am a skeptic when it comes to direct mail, or email appeals. It amazes me how many organizations add me to their mailing list, ask me for a donation, but never attempt to understand my personal giving history. If they really want my money, they could at least make the offer worth look at. Millions of dollars are lost every year in postage, time and resources because organizations don’t have a plan for their fundraising appeals.
Here are a few guidelines when thinking about your end of year campaigns.
- Get some outside input. Have a few donors, or a completely uninterested stranger read your appeal and ask them what they think. I don’t mean to insult anyone, but most of the mail that comes across my desk is dull, boring or uninspiring.
- Tell me a story that illustrates what is going on. I want to know how AA rescued Melba from living in the streets, or how Phillip went from living in the homeless shelter to managing a four star hotel (both of those stories come from true accounts).
- Make me feel like a partner. Most donors are looking for more than just feeling good about their gift – they want to share in the success of your organization. The best way to secure their donation is to solicit their input in what you are doing.
- Hire a professional, or at least learn from one. I learned my copywriting skills by reading thousands and thousands of appeal letters. It amazes me to see the “poverty mentality” of many non-profit organizations. They refuse to invest a few thousand dollars for professional add copy that would increase their return exponentially.
When was the last time your organization reviewed your promotional materials, your solicitation letters, or you fundraising strategy. Have donations dipped and donors moved their interest to other places. If so, it might have something to do with the message you are sending.
Trent Wheeler
Wheeler and Associates have been writing advertising copy for our client’s for over a decade. We know how to get your envelopes opened and tug at the heartstrings of your donors. On client recently wrote us after working on an international appeal and said:
“The package and appeal looks great. Thanks for all your help, you are true professionals.” (Ghana Missions)
For more information on how to increase your end of year fundraising, contact Trent Wheeler at (615) 427-8688, or email me at trentwheeler@comcast.net
Content provided by:
Wheeler & Associates
100 Williamsburg Place
Franklin, TN 37064
(615) 427-8688
trentwheeler@comcast.net
www.donorgraphics.com
