Passion in Communications

Following up on yesterday’s post, this article from Contributions Magazine looks at the importance of putting some passion into communications—boring doesn’t get read or remembered—and remembering the strategic component of communicating with current or potential donors.

An excerpt.

“The author Barry Lopez once offered me good advice.

“We were talking about land conservation, and he noted that many wealthy individuals are not motivated to give by frightening statistics about the loss of species. With some donors, you have to emphasize the beauty and grandeur of a landscape. You have to say, “If we don’t save this land, it will break your daughter’s heart.”

“I suspect his observation applies to communicating with all donors – no matter what the cause. Getting emotional in a fundraising proposal can be just as important as being rational – if not more so.

“The overwhelming nature of some disasters can leave many donors feeling helpless (“How can I possibly make a difference?”), whereas conveying the simple joy of one family’s recovery can inspire.

“Supporting hospice care may seem a downer until the donor understands the remarkable compassion and dignity that an institution brings to caring in a patient’s final days.

“Training the jobless is no longer a wearisome story when a prospect sees the soaring hope in the life of a poor youth who has put new skills to work in his first job.

“This is not to say that donors don’t care about hard facts and outcomes. Foundation officers want fresh, thoughtful programs. Corporate donors keep a sharp watch on the bottom line and the impacts on people and places where they operate.

“But individual donors are another story.

“They have individual reasons for giving – and those personal, sometimes quirky reasons often stem from deep emotional attachments, such as affection for alma mater, or for the hospital that saved a loved one’s life. A well-crafted proposal will address those feelings and become a means of release – allowing the donor to act on his emotional commitment by giving you money. The better you know your prospect, the better your chances of striking just the right emotional note.

“Getting emotional does not mean getting carried away. The best proposals are always calm and understated. They do not allow for direct emotional outbursts. But there are ways to gently push a donor’s buttons and make clear that you are offering an opportunity for him or her to act out of heartfelt need.”