Fight the Urge with All of Your Fundraising Might

In as simple terms as I can possibly put it, fight with all of the powers at your disposal to let anyone at your organization turn your fall or year-end appeal into a happily-ever-after fairy tale.

A fundraising appeal that tells a story and has an ending that’s wrapped up in a neat (and happy) little package is the worst way to motivate donors or prospects to give.   

But an appeal that ends with the donor being able to see how he or she can play a part in creating a positive resolution to the story—a story they can give to now—a story they can help to change or improve, now that’s what will make your appeal successful.

Make sure your copywriter or storyteller finds and tells stories that need your donors to provide a happy ending. Those are the stories people want to give to.

Then, when it’s time, use your newsletters and impact reports for your happily-ever-afters.

The same is also true for the photos that you choose to use. Happy, smiling faces in an appeal don’t show need. Especially if your appeal is all about need. A happy photo is simply a contradiction that will confuse and frustrate your readers.