No matter how many people your direct mail, e-appeal, or on-air campaign reaches – to be effective, it must focus on individual action.
- It speaks to “you” instead of “everyone” or “our supporters.”
- It says “you matter” directly, clearly, and boldly. Your gift makes a difference… Your contribution matters… Only you can ensure this program continues… Your action now is important… You can change the world with your gift… etc.
- It comes from one person, not from “us.” One signer… one speaker… asking one person to join in.
People donate to people.
The more personal it feels, the more powerful it will be.