It’s hard to think, say and write things like:
If Daniel does not receive the cure in time, his eyes will deteriorate, and he will go blind.
Some marine life is dying, at this very moment, from the millions of pounds of plastics in the ocean today.
If Anitha doesn’t go to school this year, she’s likely to become a child bride.
All of those things are true. You might think they are morbid. Or that they shouldn’t be shared.
But it turns out that sharing those truths in your direct response fundraising will help you raise more, and fund more of your organization’s work.
In other words, if you say the hard things, your organization will be able to do more about those hard things.
Your fundraising should not be all about those hard things. But letting donors know what’s at stake gives them a more complete picture of what’s happening, and they react accordingly.
Even though it’s hard, say the hard things.