Whose ministry is this anyway? |
Jun 24, 2009 |
How we write to our donors conveys a lot about what we think about our donors.
James Chartrand over at CopyBlogger has written an article titled “I Don’t Care About You.” It’s a great reminder for all of us regarding the importance of writing in a way that engages people who are interested in the same cause we are.
Here are a couple key take-away’s that amp-up the Transformational Giving aspect:
Readers/potential donors don’t engage when the content is always about you – your ministry, your needs, your program, your needs (did I mention your needs?)
Talk about them – not as a third party, but as the ones who are invited and equipped to do work of the ministry. Maybe it’s through the eyes/perspective of a donor’s recent involvement; maybe it’s highlighting the work of the volunteers and what was accomplished.
Your writing shouldn’t be about “we” the organization and “you” the supporters, it should be about “you” and “me” and how we can accomplish this work together.
Writing this way isn’t just good for that appeal letter you’re working on right now, it’s good for EVERYTHING you create now and into eternity – appeal letters, newsletters, receipt letters, brochures, SPP promotions, etc.
Remember – The donor, not your organization, is called to be the primary means of spreading your shared cause within their sphere of influence so how are you empowering them to do so? Is it clear that this is THEIR ministry just as much as it is yours?
Jul 14, 2009 at 11:15 AM Suzanne,
Great Post! The third party comment was great.
Feb 16, 2010 at 3:49 PM Great information! This needs to be done in everything that is put in writing addressed to other people so they know how important they are and the benefits they are helping to provide to a third party!