The Little Words Mean the Most

How to figure out the signatures for a printed case

so you're figuring out sequence; beginning, middle, end; dramatic high points; when to ask; and, of course, do you really need another sheet of paper

 

What's the true, deep, secret purpose of donor comms?

 

Are we trying to get people to READ? Or are we trying to get people to ACT?

You guessed right: ACTION is our real goal.

It doesn't have to be immediate action, by the way.

Great thanks and good newsletters foster warmth and can instill amongst your supporters a sense of accomplishment. Great thanks and good newsletters mostly do NOT ask for any immediate action (although offers and "soft asks" in newsletters are fine).

What are your thanks and newsletters supposed to be doing?

They're fostering retention (also known as "donor lifetime value"). And better retention simply means that your readers will ACT again.

 

Mission Possible:

 

Your DM or EM appeal's goal ... IF you choose to accept it...

... to be the most interesting arrival

in my mail box / in-box

that particular day...

 

[secondary goal? to make me happy to help]

 

"I don't want to manipulate anyone!"

 

Preparing a show....

You'll hear this from the earnest, after they've learned about the neuroscience behind flattery and other chump "tricks of the trade" > "I don't want to manipulate anyone into giving!"

I do. But good luck with that.

Let's be frank and statistical: most people you approach for a gift ignore you most of the time. Your "manipulation" success rate, on your best day, is going to be next to nothing. Effective acquisition DM (non-premium) might pull in a 1% response? E-appeals even worse?

Manipulation is the least of your problems. Awakening my marginal interest one teensy bit is far more important.

 

 

 

In grit we trust

 

in hate we don't

 

 

To my case client:

 

I am your "promiser in residence." I will say the words you don't dare.

Storm Henri, you bastard child of our suffering planet, look at the outages you've caused

Connecticut Rhode Island

 

From a certain UK-based guru (the real kind, not the self-ordained)

 

... you are in my thoughts and I wanted you to know there is a real stand-out quote of yours I use everywhere:

“baby boomers are the largest cohort of potential donors ever seen on earth… so DO continue to stereotypically insult them. It makes it so much easier to see which charities are idiots....”

So many charities are STILL treating BBs as idiots, this good, wise, seasoned, long-suffering star-quality-successful guru rummaged on ....

 

Simone's special 2020 message to me, on our anniversary and my birthday

 

August 3, 2020

Happy birthday and happy anniversary

To my dearest most special Tommy ... Husband. Lover. Best friend. Exercise pal. Book pal. France pal. Yard pal. And and and ...

I love you.

And I'm so sorry for what I've become. Chat with counselor today. More and more understanding of how fucked up I was in my youth and how it affects today and and and ...

Nothing new. Nothing special.

But I don't want you to leave me. And I don't plan on leaving you through any manner.

I'd go to a depression program at Butler [mental hospital] before I'd leave you.

Do you realize how special you are? From your silliness to your head petting to your reminding us to meditate and exercise.

My pride in you and me for the work we've done for the philanthropic sector. My pride in your book about your dad and the war and ...

My respect for you.

My happiness that you love France so much. The kindness you gave Grandma Jane. Your fun with other members of my family.

Together.

You and me.

I love you.

 

To believe or NOT believe this statement from Senator Sheldon Whitehouse

 

What he emailed me and other supporters:

Right now, I’m pushing for bold climate policies that will help stop rising temperatures and sea levels, but the fossil fuel lobby and its phony front groups are fighting me every step of the way.

 

OK, I'm a copywriter. Well trained. One of the best, according to one fundraising guru. Therefore, I know what every word in the above statement is poised to achieve. What each phrase is supposed to do to incite action in the target audience brain.

And I tripped over "bold" climate policies.

Couldn't believe from that point on.

This US Senator Sheldon Whitehouse character wrote a terrific book a few years ago, taking on dark money in Washington; I skimmed it while I waited for Sim One to endure yet another test.

Yet Senator Whitehouse steadfastly won't quit his exclusive Newport, RI club, one that apparently remains "whites only."

So is he really BOLD? Or is he "BOLD-DEPENDING"? Depending on what I can sell vs. what's good for me?

I dunno. Maybe that exclusive club is where his election money rises with each day's tides. Fair-ish enough, then; plus it's a family legacy thing for Sheldon, part of his pedigree (like a well-bred dog): if so, Senator Sheldon, instead back reform on election funding ... and PUSH it through this time. No more waffles for breakfast.