The Little Words Mean the Most

I'm never insincere when I write to

donors

my pledge to you

My sister gave me for my Aug 3 bday 5 $10 gift cards at Starbucks: brilliant

WHAT is better for the frequent traveler than this universal currency? Starbucks is not only coffee. It's respite. Patronizing Starbucks (still) expresses discriminating taste and decent values. It's a place where you connect with your world (free wifi). It IS a home away from home ... often more successfully than any begrudged airline club.

Generally, U want to move from simple to complex

How long should a donor newsletter article be?

No longer than 250 words is fine. The most important words are in your headline and deck.

Are "lapsed" donors worth the effort? Donorcomms Test 101

------------ [ask]

Are "lapsed" donors worth the effort?

[  ] No

[  ] Yes

[  ] That depends

------

Answer: That depends

Notes and assumptions....

A straight-A student of Ahern Academy wrote: "Tom, could you recommend a book on reclaiming lapsed donors? How about a nice e-clinic? Please? Pretty please? PLEASE?!!!"

You hear the desperation. Her case is special, though. She works for a faith-based charity. Many of her natural constituency are inconstant (fickle). Sometimes they give. Sometimes they don't. Yes, they are permanently linked to the faith tradition through ancestry. But they have other things on their minds these days. Ancestry isn't everything.

"An entire book?" I replied.

Continuing: "[Canadian] Alan Sharpe's MAIL SUPERIORITY how-to book[1] has one part devoted to renewals, which covers what you're calling 'lapsed.'

"'Lapsed' is a data geek's and technocrat's term for at least two very different types of behavior: people who give to you just once (70-80% of your first-timers) — as well as people who've given to you 10 years straight and then quit for some unknown reason. ('911. What's your emergency?')

"The 70-80% you lose in year one? That's the charity's fault: poor cultivation. You might win them back, but you'll need large numbers of them probably to make it pay.

"The others you can think of as former friends or lovers … and will you ever see them again? Well, I don't know. That will be SOME letter. Love to see you — or someone — write it."

---

[1] Forgive the clumsy, punning title. Alan is a deeply seasoned veteran.

I wish I could say

I was the one who invented the "Hello, My Name Is" badge. A huge contribution to reducing world discomfort. We hand them out at The Summer Party. You're encouraged to write your name large.

Add things if you want: "Big personality". "Not big personality". "I'm listening". "Do go on". "Former US ambassador to Nigeria". "I'm with his lordship here". "I study earthquakes. You're standing on one." "Nicest person on earth".

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She's a subscriber

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it can