Donor difference-makers: more, better and new

Stuck for something to write about in your year-end e-mails or mail appeals? The best fund appeals show the donor how a contribution now will make a significant and specific difference in the not-too-distant future.  Three simple words help me isolate and describe that donor difference-maker clearly.

More:  Every dollar helps you do more great work. Donors will help you educate more children, serve more meals or provide more immunizations, making a difference in more peoples’ lives.

Better: Contributions help you create better outcomes and experiences. Through improved programs and services, new technology and upgraded facilities, your donors make the difference between good and great.

New: Contributors will invest in new locations, new programs and innovations. Donors create the potential to dramatically change the landscape in your area of concern.

Stay focused. You can often apply two or even all three terms to the same subject. But resist that urge. Don’t waste your donor’s precious attention with more takes on the same story. Help your donor understand and focus on the single most important difference she will make by giving today.

For example, a new program location could have better facilities than older locations and help you serve more people.

If the new location will double your caseload or impact with little change in your service model, more will be the best theme for your appeal. If growth in client numbers is modest, perhaps you should focus on how the change will be better for those you serve. But if the new spot will truly be a launching pad for innovative methods, consider stressing the newness.

Good luck with that appeal! Call me if you get stuck.