Communicating with Donors, Part III: Why Simplicity Works

Quick - how would you describe your organization's vision and mission in one minute? Now do it in 30 seconds. Now do it in six words. Does it seem difficult? Unrealistic? Impossible? Sometimes one minute may be all the time you'll ever have to make a lasting first impression on a donor or funder. Are you ready?

We've all read or heard complaints about information overload and the average American's limited (and diminishing) attention span. Donors and funders are no different - with the proliferation of charitable causes these days, more and more people are vying for the same dollars. So how do you set yourself apart? In this third in a three part series on communicating with donors, we argue that simplicity works best (see Communicating with donors, Part I: The difference between marketing, advertising, PR & branding and Part II: Inspiring or Polarizing.

Make it short

Artemy Lebedev argues for brevity in the context of the circumstances. He uses two photos: one of an existing road sign, and another of how the sign should read to be most effective. The example is humorous, but the message is relevant. Generally speaking, shorter is better than longer.

Ernest Hemingway

Hemingway is an author known for his simple and clear writing. Copyblogger summarizes why Hemingway was so effective: 1. short sentences; 2. short first paragraphs; 3. vigorous English; 4. positive, not negative. Some know that he once told an entire story in just six words: "For Sale: baby shoes, never used." Can you tell the story of your organization in six words?

Seven Magnificent Marathons

Dave Heeley "ran into the history books this year by completing one of the greatest physical, mental and emotional challenges ever faced by a human being - running seven marathons on seven continents in seven days!"

A couple years ago, I ran my first marathon in San Francisco, and the only thing I remember thinking as I crossed the finish line is, "I never want to do this again." The thought of waking up to repeat the entire exercise again for six consecutive days is nothing short of extraordinary. What made Dave Heeley's incredible feat even more amazing is that he is blind.

Guide Dogs' for the Blind's UK web site has a tag line at the top of each page: "pushing boundaries, living dreams." On their site, Guide Dogs' profiles Heeley (aka "Blind Dave"), a Guide Dog owner who competed in the Seven Magnificent Marathons challenge to raise awareness and support for Guide Dogs all over the world. I encourage you to read the story - it's inspiring.

Taglines

Speaking of taglines, Copyblogger posted some tips for producing taglines that really work. A tagline is "the key phrase that identifies your business by capturing the essence of three elements: 1. you rmission, 2. your promise, and 3. your brand." Successful taglines focus on benefits and what your product or service offers, not just on its features.

Here are a couple examples of Bay Area organizations with effective taglines:

    "Kimochi: Continuing the Japanese Tradition of Care and Support for Seniors"

    "Narika: Changing the way we live, violence free"

Narrowing Your Message Focus

Maki at dosh dosh explains that, "Ideas spread when they are remembered" and that they are retained more when they stand alone, without competition from other opposing ideas." Make just one point and make it well.

"If you can't sum up your business in one sentence, if your visitors can't figure out the purpose of your website in 10 seconds, you're not communicating. You're not sticking in their head. And that doesn't help your ideas or brand to spread."

The Billion Dollar Letter

How would you like to be the development or planned giving officer that writes the letter that results in a $1 billion gift? Me, too. Hopefully by now your organization's leadership and board and a handful of your most committed donors have met to consider how best to communicate your message. You've got a tagline that inspires. Now you're ready to write your annual campaign letter.

Martin Conroy, a freelancer for the Wall Street Journal, wrote a letter now known as the "Two Young Men" letter back in 1974 and it was mailed over and over again for the next 25 years. The response the letter got from subscribers can be valued at $1 billion. Want to read the letter? Follow this link.

- Don Wong Jr.

Photo courtesy of Sukanto Debnath