When sending mail and email to your donors, assume that each person reading your material is moving fast.
We might hope that donors pore over our emails, looking to deeply understand what our organization does and how we do it. We can wish that they’ll read every word, get every nuance, and then thoughtfully decide to give a gift.
But it’s more useful to believe that each donor is moving fast, sorting the mail, already thinking about dinner, or processing email on their phone in between pickleball games.
When you assume donors are moving fast, you end up creating letters and emails that are more accessible. You create fundraising that works for people who are moving fast and for your “true fans” who want to know more. (Here’s a post where I explain how to do it.)
You’ll raise more from the donors you currently have, because you’ll have made it easier for them to know what’s going on and what their gift will do.
And more people will become donors because you’ve made it easier for them to know what’s going on and what their gift will do!
I’d wager that you know from your own life how quickly you process email and the mail. Assume your donors are the same way. It’s a gift to them when you create fundraising that’s easy for them to understand quickly.
And it’s a gift that results in you raising more money.
