Last week I had the pleasure of hearing Maura King Scully and Tracey Palmer speak at Philanthropy Day on Cape Cod. They shared a lot of great takeaways – some were more technical, and others more conceptual. I’ve shared below a couple of ideas that resonated with me the most.
When crafting any donor communications material, it is important to get into the mindset of donors and anticipate key questions they will have, such as:
When figuring out the answers to those questions, pay attention to any misperceptions about your organization you need to overcome.
In the video world, we are always talking about stories, stories, stories. Maura and Tracey emphasized that storytelling in writing is crucial too, especially if you can make donors feel like the heroes and heroines they are, due to their positive impact on your organization.
Focus on the one thought, feeling or action that you want donors to have or take. In writing, just like with video, if you attempt to embed multiple calls-to-action, you are going to make things too complicated, dilute your message and not get desired results.
On the more technical side of things, Maura and Tracey suggested: