Thursday, 28 September 2017 08:37 AM / by Adam Cassandra

Image of young businessman pulling graph. Chart growth concept.jpeg

If your nonprofit’s direct mail copy doesn’t communicate that your charity urgently needs money when attempting to convince the reader to donate, then something is very, very wrong. You can expect the results of your campaign would be about the same if you told the mail shop to find the nearest dumpster instead of the nearest post office.

But when expressing an urgent need, some nonprofits perpetually sound like they are “going broke.” That’s not necessarily a bad thing.

No one wants to donate to a charity perceived as ineffective or a bad steward of their donors’ contributions. When surveyed, donors often cite concerns about their donations being used wisely as a roadblock to giving.

If the organization is always a month away from the lights being cut off but can never explain how it’s using donations to successfully advance its mission, the level of urgency expressed in the fundraising copy isn’t the real problem.

However, if the reason it sounds like your nonprofit is going broke is because you’re putting all your donations to work successfully advancing your important mission, that is something donors can appreciate.

One of the main benefits that drives people to freely give away their money to charities is they feel good about making a difference in a cause they connect with personally. And everyone feels better about donating or spending their money when they know they’re getting the most value for their dollar.

If your nonprofit is doing valuable work and urgently needs more funds to keep that good work going, your current financial crisis isn’t a hindrance for current and potential donors — it’s a motivation for giving.

A number of other key elements must be incorporated in your fundraising package for it to really be successful (an intriguing outer envelope that gets the package opened, compelling copy that tells a story and connects emotionally with the reader, convenient reply options, etc.), but “going broke” can present some favorable fundraising opportunities.

Featured Testimonial

Featured Testimonial

"We have been a customer of Lawrence Direct since the late eighties. Initially they authored, produced and mailed a newsletter for us that became the... Read more...

Right - Twitter Feed

LawDirectMktng Great webinar on the impact of coronavirus on fundraising https://t.co/0ljpLCgt3t
LawDirectMktng With NYC being the US epicenter of the pandemic should it be shutdown Wunan style with no one allowed in or out unl… https://t.co/dz3BmEqnAX
LawDirectMktng The Virus Can Be Stopped, but Only With Harsh Steps, Experts Say https://t.co/8n94VVOYZl

       

Back to top

Powered By

Powered By WebKenner