Basics by gdf57j

VIEWS: 7 PAGES: 19

									                                                                     Scientific fact:
Writing to Strangers                                        By tomorrow you will forget 80%
                                                             of what you see and hear today.
                                                            By the next day you’ll be lucky if
      The Centre on Philanthropy                                  you recall one thing.
            June 1, 2007
                                                                            Keep the handout.
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How many strangers?
                                                               Does this advice work?
Bermuda’s 2005 population: 68,500
3rd most densely populated place on earth (after
Monaco and Singapore)
                                                                                     (Your Inner Skeptic
Income: affluent - 24%; middle income - 46%;                                           wants to know.)
nearly poor - 11%; poor - 19%


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“…after seeing your presentation, we put into
place many of the fundamentals you advocate



                                                                                 Basics
for a good donor newsletter. It’s working!
…we’ve more than doubled our gifts, and
they keep coming. The average gift size [from
the newsletter] is almost twice as much as our
appeal’s average gift.”

-- Clovis Thorn, Director of Development, Drug Policy
Alliance

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                                                                                                                       1
       Donor and other marketing
       communications are NOT
            about reading.

     They’re about causing some
        ACTION to happen.

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    This [insert item name] will                                                               This direct mail letter will
  convince [insert specific target                                                            convince people who value
 audience] that [insert action you                                                          higher education that sending us
 want reader to take] will result in                                                          a check will send to college
 [insert benefit reader will value].                                                        deserving high school graduates
                                                                                              who otherwise couldn’t go.
                    You now have a strategy brief.

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                 This article in our newsletter…



                                                                                                Understand…
                                                                                               you ARE an intrusion,
                                                       …will convince our readers…
                                                                                               even to current donors
                                      …that volunteering is easy, interesting,
                                      appreciated, open to all sorts of people, and
                                      absolutely vital.
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                                                                                                                                                      2
  The unrealistic way to view your audience…                                     The safest way to view your audience...

    Mostly motivated readers                                                          Mostly uncommitted
                                                   A few others                                                     Few motivated readers




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                                                                       Beginning
                                                                        of mail
             Thousands of messages.
                  Three piles.
                                                                                                                                            End of mail
                       1. Can’t ignore.                                  Where
                                                                         graphic design
                                                                         sometimes

                    2. Can safely ignore.                                makes a
                                                                         difference

                     3. A bit interested.
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                               Howard Luck Gossage
      “The fact of the matter is that                                     How to interest
      nobody reads ads. People read
        what interests them; and                                             individuals
         sometimes it’s an ad.”
      And sometimes it’s a piece of
                                                                        who are “predisposed”
      your direct mail, a headline in                                    or already donors
          your newsletter, etc.
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                                                                                                                                                          3
                What interests “the
                 predisposed”?
    1. A chance to do some good
    2. Proof your solution works
3. The need, not just for their money,
          but for their heart
               4. Trust
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                                                                      What interests donors?
                                                                                       1. Accomplishments
                                                                          (What did you do with my money?)
                                                                                                          2. Vision
                                                                       (What could you do with my money?)
                                                                                                 3. Recognition
                                                                 (Did my support matter? Am I important?)
                                                                                                     4. Efficiency
                                                                            (Can I trust you with my money?)
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                                                                    (Direct mail industry trade secret!)
                                                                         Seven emotional triggers cause
             For donors:                                                 people to respond to direct mail:
         Know the emotional                                                    -- Anger
                                                                               -- Exclusivity
        triggers and use them                                                  -- Fear
                                                                               -- Flattery
             abundantly                                                        -- Greed
                                                                               -- Guilt
                                                                               -- Salvation

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                                                                                                                           4
                                                                    The envelope that brought 500+ millionaires
                                                                   interested in philanthropy onto the mailing list
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 Membership pulls the “exclusivity” trigger. Remind people of
  that exclusivity, especially when sending a renewal letter.




                                                                                            Emotional triggers at work:
                                                                                            Flattery, exclusivity, greed
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                                                                                          Mal Warwick’s 5 positive
           You are hereby invited [flattery] to become a                                  emotional triggers:
                                                                                               -- Hope
           Member [exclusivity] of the Kennedy Center
                                                                                               -- Love
                             at a full 20% discount [greed]                                    -- Compassion
           and gain the special privilege [exclusivity] to                                     -- Duty
                                                                                               -- Faith
purchase advance tickets before the general public [greed]
to the finest Kennedy Center presentations. [exclusivity]                  Between “fear” and “hope,” a check gets
                                                                           written. What are yours?

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                                                                                                                                5
                                                             From anger, fear and despair…come hope, love and renewal



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  The cultivation of an emotional response can
  start with the name of your donor newsletter.
                                                                      What are your “emotional
                                                                             twinsets”?

                                                               What PROBLEM are you the
                                                                    SOLUTION to?

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                                                                 Giving to you is way to relieve strong
                                                               emotions such as anger and DO something.
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                                                                                                                         6
                              Problem/solution                                            Problem/solution
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                                                                    Other powerful emotional triggers that
                                                                    drive donors:

                                                                    -- A desire to give back (because life has
                                                                    been good to me or because I wish to
                                                                    remedy my mistakes)
                                                                    -- “Reciprocity” (you give me something,
                                                                    I’ll give you something back)
                                                                    -- “Scarcity” (tell me something I value is
                                                                    disappearing and I will try to save it)

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     Speaking
                                                              Every brain has four doors
    to four sets                                               you can enter through.
      of ears
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                                                                                                                        7
                                                                                                            Rejoice:
                                                                                       this gives you four chances to engage
                                                                                                 someone’s interest.
                              Amiable                   Expressive


                                                                                  Beware, though:
                                                                               each set of ears that you neglect costs you a
                                                                                  good-size chunk of your readership.
                            Analytical                 Bottom-Liner
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        Your AMIABLE side
        responds to…

        Intimacy, warmth, faces, the need to
        nurture, anecdotes…and, strangely
        enough, the word “you.”




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                                                                               Puppies, kittens (and children) raise a lot of
                                                                                    money. It’s the cuteness factor.

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                                                                                                                                       8
      Studies show eyes attract eyes




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                                                                           Get yourself one of these

      Amiable voice:
   Everything MUST pass
       the “you test”

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  The most powerful word
      in persuasion?




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                                                                                                                        9
                                                                    The “you” test: Circle every “you” in red. In
                                                                    the most effective publications, there will be
                                                                    red splashed all over the page.




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Dear Jane Doe,

              Welcome ... I hope.

       I’m writing today to request the pleasure of your
acquaintance.

        There’s a place reserved for you on The Rhode Island
Foundation’s mailing list ... but only if you agree and check,
“Yes, I’m interested” on the enclosed reply card.

              You’ll be in good company, that I can promise.

              [etc.]
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                                                                        Your EXPRESSIVE side
                                                                        responds to…

                                                                        Anything NEW!

                                                                        “Tell or show me something I don’t
                                                                        know…please, I’m begging you!”


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                                                                                                                                10
Tell me something I
don’t know, your
Inner Expressive begs.

Bonus: this is how
you start word-of-
mouth, with snippets
of fascinating, fresh
information.

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                                                              Neurobiology says…
                                                              “Our brains notice and respond to what
                                                              is new. Not what is interestingly new or
                                                              significant, but new in any way at all.”

                                                              Source: Sean Kernan



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  Amiable and Expressive




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                                                                                                                          11
         Also “new-ish”
   Words like secret, hidden, hints, tips,
  update, private, confidential, mystery,
 discover, unveil, expose, reveal, divulge.
  Phrases like "Did you know?", "Myths
      and Facts," "Frequently Asked
     Questions," "Heard on the Blog."

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                                     Visual drama




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                                                                                                                        12
                                    Verbal drama
                                                             Waging war on dull Saturdays
                                                             Waging war on teen suicide
                                                             Waging war on global warming
                                                             Waging war on homelessness
                                                             Waging war on waging war

                                                                                                                   …you get the idea

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           The Expressive part of your brain
               craves news and drama.


          Corollary: You will
         never BORE anyone
         into being interested.
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                                                             Bermuda, did you know…

                                                             … The island has a high rate of HIV
                                                             and AIDS
                                                             … More people in prison than any other
                                                             country except four
                                                             … Highest # of phone lines, computers
                                                             online, and TVs per person
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                                                                                                                                            13
                                                                                     Is your need always
                                                                                          desperate?

                                                                                              That…or urgent.
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                                     Your expressive responds to urgency!!!

              “…you’ll raise far more                                                  Your ANALYTICAL side
                                                                                       needs…
                 money with news of a
                                                                                       Reassurance. Lots of information. This is
             setback that leaves you in                                                your “inner skeptic.” Hint: Know what
              desperate need and your                                                  the usual questions and objections
                                                                                       are…and answer them in clear, direct
                      mission yet to be                                                language. This is what FAQs are for.
                       accomplished.”                                                  Evasion is the kiss of death.
                                                           -- Hal Malchow

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                                                                                                                                               14
                                                                                             In the U.S., we call
                                                                                           ourselves “nonprofits.”
                                                                                            What are the business
                                                                                            connotations of that?

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    “Fundraising and efficiency facts…”

                                                                                          Fastest way to
    From the United Negro College Fund website

    -- UNCF maintains a low cost ratio of only 17.6 percent of total revenues –


                                                                                       reassure the skeptic?
    7.8 percent for administrative costs and 9.8 percent for fundraising.

    -- Both The Non-Profit Times and The Chronicle of Philanthropy rank UNCF
    among the top 10 charitable educational organizations in the country.

    -- Approximately 92 percent of students attending UNCF member
    institutions require financial assistance.

    -- 59 percent of students attending UNCF member institutions are from
                                                                                           Testimonial.
    families with a gross income of less than $35,000 and roughly half of UNCF
    students are from single parent households.



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       “It’s just a city zoo.”
  These testimonials were literally                                                        Your BOTTOM-LINER
  worth millions of extra dollars:                                                         wants…

• “…one of America’s top ten zoos.” (Travel & Leisure                                      To know EXACTLY what to do next.
  magazine)
• “…one of the outstanding reasons to visit New England…”
  (Yankee)                                                                                 Keep it brief.
• “Award-winning Roger Williams Park Zoo is a great place
  for the entire family…and a terrific place to learn about
  what’s being done to protect and restore endangered                                      Make calls to action bold and easy to
  species!” (The New Parents Guide)                                                        spot.
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                                                                                                                                                   15
                    The offer is king                       Don’t bury your
                                                            offers.
                                                            Highlight your
                                                            offers. Make them
                                                            easy to spot.




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                                                            Yes! I want to help the kids of Pawtucket with
                                                                              my gift of:

                                                             [ ] $25 [ ] $35 [ ] $50 [ ] $130 [ ] $250 [ ] Other $ ____


                                                                      A $130 gift would really help!
                                                               That's how much the Club needs to raise per
                                                                    child every time we do a program.


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    Offers of information are required for
              bequest marketing                                                                Hello, bequests.

                                                               “Isn’t it remarkable…that one out of every
                                                               three legacy pledgers in Sargeant’s study
                                                               asserted that ‘a communication from a
                                                               charity’ prompted them to leave a legacy?”


                                                                                                                    Source: Mal Warwick, March 2004



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                                                                                                                                                           16
                                                                                           If the first thing
Designing for                                                                                 they say is,
                                                                                        “Gawd, that’s gorgeous!”
  Success                                                                                  …start to worry.

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                                                       “I get a lot of                        Fancy-pants graphic design:
                                                       positive feedback                         What is it good for?
                                                       about how nice-
                                                       looking it is.               • Grabs attention, step one in the AIDA
                                                       Almost no                      sequence.
                                                       donations as a               • Can improve readability. (But often does
                                                       result, though.”               just the opposite, so beware.)
                                                            - Steve Herlich         • Can help brand your organization as
                                                                                      “professional,” “imaginative,” “exciting,”
                                                                                      “corporate,” “big league”…

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                                                                                    And
                                                                                    sometimes
                                                                                    your
                                                                                    mission is
                                                                                    very visual


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                                                                                                                                                 17
                                                                 Are you making it easy
                                                                   or hard to get your
                                                                        message?

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                                                                          Vögele’s eye motion study
                      In self-defense, get this book:
             Type & Layout:
       Are You Communicating or
       Just Making Pretty Shapes
            by Colin Wheildon

             (latest edition, Worsley Press, 2005)
                                                                 Corollary: info transfers best at the “browser level,” not in
                                                                                    the body of an article
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The “browser level” is everything that’s                         How you assume people see your newsletter
easiest to read, all the bigger, bolder, briefer
stuff:
       • Headlines
       • Subheads
       • Lead sentences
       • Pull quotes
       • Captions
       • Bullet lists
       • Photos & other art

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                                                                                                                                       18
        How people actually see your newsletter
                                                                    The loneliest place on the
                                                                    planet is paragraph 3 of an
                                                                               article.

                                                                                     No one ever visits.
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                                                                 This is big type. It is not a functioning headline.


   Experts estimate that 80% of the time (min.)
    someone reads a headline, finds nothing of
             interest, and moves on.

     If your donor newsletter has dysfunctional
         headlines, it’s pretty much unread.



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      “Well-written headlines are the main
      entry point to text.... A good headline
      [has] enticing words, good action verbs,
      the best possible summary of what the
                                                                 Thank you,
      content is about, and, if possible, a
      surprise or ‘hook’ that pulls us in.”
      Dr. Mario R. Garcia, Redesigning Print for the Web
                                                                 Bermuda!
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