Recently, I received two communications that are so stunningly perverse I had to bring them to you. As you know, I love my profession, I love fundraising and non profits, but every once in a while, I just have to throw up my hands and scream.
I received an email the other day, here's the first line:
I was so hoping this was an anomaly, but sadly, I know it's not. Two days later, I received this in the mail from an organization I've never supported before and who clearly bought my contact information from one I have. Le Sigh.
"My annual fund enclosed" is so inspiring. And having a president of a national organization address me as "friend" in a bad hand written mocking font moves my philanthropic heart more than you know.
But here's the kicker- I was told to detach the next bit of the mailing and place it in my wallet with pride...
Speechless. I'll put it right next to my health insurance? Or my Delta Sky Miles Card?
Yes, fundraising is a business, but we need to leave our business jargon out of it and instead tell our story and inspire our donors with that story. Folks, it's not about us, it's about them. The more we make the donor the hero, the better we all are. Words matter. Choose them carefully and let them inspire those that inspire us so much to continue our craft. Not only can we do better we must do better. Because it matters, not just to us, but to them and the future of our causes.
What are your thoughts? Am I being to harsh or are these examples as tragic as I believe? How do you combat jargon and junk to your donors?
Have any great examples? Share them here:
Cheers,
Lynne
Excellent column! Donors give to make a difference, not because you need their money.
ReplyDeleteThanks Mary. Exactly, the feeling of making a difference is one of happiness and is very fulfilling, words like these take that joy away and make it mechanical, part of a process, not a lifestyle.
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ReplyDeleteLet me try this again (crazy computer). Great and very timely for us! Jocelyn and I have been discussing word choice quite a bit over the last couple of weeks. Focus on "donor" words and NOT "development" words. Thanks for the confirmation we are on the right track!
ReplyDeleteExactly Lisa! Choose carefully. We send a great deal of messages that we don't always think through properly. :)
DeleteGreat post, Lynne! I don't think this is too harsh, but this is also one of my all-time pet peeves. We can do better and it isn't difficult to make small changes that would make a big difference to donors.
ReplyDeleteCaryn,
DeleteI think you hit the nail on the head- they are really small changes that add up to huge differences. But the details matter so much!
Lynne
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ReplyDeleteThis is a great reminder, Lynne. While we all get caught up in the business and metrics of the fundraising profession, it often helps to remember that it's about the cause, not the campaign (whether in or in between one). Keeping the focus on the cause may help eliminate some of the jargon.
ReplyDeleteThanks Jo, sometimes we all need reminders of WHY we do what we do...
DeleteLynne, You're not being harsh at all. Nonprofits need to use language donors understand. "Your annual fund is enclosed" means nothing.Something like find out how you can make a difference for homeless families would be much better. Thanks for writing this!
ReplyDeleteIt is truly meaningless. I wonder what their success rate is...
DeleteWe get enough junk mail everyday, it should not come from people that know us. Treat the donor with respect. No one wants to receive solicitations that look like they came out of someone's kitchen.
ReplyDeleteI agree. Le Sigh indeed! On the flip side, what have you received along these lines that really inspired you, made your heart sing? Do tell! Thanks, Babbs
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