We hope you're not in need of raising funds due to a crisis ... but if you are (or one day might be), then this is for you. This is the 149th Fundraising Writing Newsletter. If you find value here, please tell a fundraising friend. (Your fundraising friend can ​subscribe here for free.)​

In this issue:

✅ Crisis e-appeal template for you (free download)

✅ Question of the week: You've got a good appeal story but no good photo? What now?

✅ Randomly yours: to inspire and recharge you

Wednesday, October 16, 2024
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Hi Reader,

When Hurricane Milton hit Florida, I could hardly believe the news of the more than 100 tornados that spun off from it.

Tornados? In Florida?!

Right after Helene??!

What next?

Nothing, I hope. But of course, the truth is that none of us can count on avoiding an unexpected crisis (weather-related or otherwise).

So Brett and I decided to create a crisis e-appeal template for you. Hopefully, you don't need it now and never will. But maybe save it, just in case.

A crisis e-appeal template for you — download & adapt it to your own organization

You might want to take a glance at this template. Even if you don't need it now, it could help you develop ideas for your next regular (crisis-free) appeal.

Do you know anyone else who might need this template? Please forward it to them. Thank you!

Each week from now on, we'll be answering a question from one of our wonderful subscribers (maybe you?). If you have a question about your donor comms, hit reply and ask. We'll choose 1 Q each week to answer.

So, you've got a good appeal story but no good photo. What now?

Question:

We have a powerful story for our year-end appeal letter, but we're struggling to find the right photo to go with it. What do we do if we cannot find the right photo?

Answer:

If you can't find a photo that matches the urgent messaging and tone of your appeal, consider not including one — photos are not required.

Images are powerful; they can either reinforce or undermine your written message. An ill-fitting image might not just overshadow your story, but actively conflict with it. This contradiction can confuse readers and inadvertently steer their emotional response away from making a gift.😟

Don't sweat it if you can't find the perfect picture — your words can pack a punch all on their own. Letting your story shine without any visual distractions could even be your "secret weapon."

Your heartfelt message — telling the story of need with copy alone, no imagery — might just hit home even harder.

Again: When copy and imagery are at odds, telling slightly different stories, it leaves donors feeling as though "something is off." They're less likely to take action.

So, trust in the power of your words to move your donors to give.💛

Randomly yours: to inspire and recharge you

For your brain, heart, and funny bone...

• Fundraisingly Informative — Giving Tuesday Made Simple with Julie Edwards (an upcoming 60-minute webinar with actionable strategies to help you plan, execute, and maximize your Giving Tuesday results. We're registered for this training on October 31st — join us?)
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• Plainly Wise — How to Stop Overthinking​ by Sahil Bloom (a blog post that explains why the following mindset shifts could change your life: "(1) The decision is less important than the actions that follow it, (2) Trust in your adaptability, not your plan, and (3) Most decisions are far more reversible than you think.")
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• Deeply Thoughtful — Game Theory, False Narratives, Survival, Life Advice - Daniel Schmachtenberger via Before Skool (a 3-hour, 39-minute podcast episode that blew our minds more than once; e.g., with its assertion that — and explanation of how — technology is not "value-neutral" but in fact determines certain changes in society)

Until next time: We're thinking of everyone who's been affected by the hurricanes — and hoping you are doing well and hugging your loved ones tight.

Grateful,

P.S. When you're ready, we're happy to talk with you about your donor communications needs for 2025. We can lighten your load and help you raise more money with print and digital appeals, gratitude/ impact reports, newsletters, supporter surveys, holiday gift catalogs, cases for support, and more. Choose from full-service "Done-For-You" solutions or collaborative "Done-With-You" options. Book a time on Julie's calendar today. The first call is always free!

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