Communicating with donors and prospects is critical to fundraising. Too often, we as fundraisers write without taking our donor’s point of view into consideration. We simply spew what we think they need to know. And it’s not necessarily interesting to them.
Remember that your donor doesn’t understand all the acronyms and jargon of your organization. So translate for them. Spell things out or better, use simple terms in the first place. Make your statistics and facts meaningful to the average person. Be sure to tell your stories in a conversational tone that is easy to read. Write what’s interesting to your donor.
The bottom line is this: if you want your written word to be effectively communicated, put yourself in the donor’s shoes before you write the first word and try to think about what your donor cares about. This simple exercise will have a tremendous impact on your written communications and likely be much more compelling for your donors to read.
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