Welcome! Kick out your kickstand and find yourself a happy place to park. It's the 52nd issue of the Fundraising Writing Newsletter. Please forward this to someone swell. (They can subscribe for free!)
In this issue:
Wednesday, August 3, 2022
Hi Reader,
Brett here:
Have you ever noticed that segmenting your fundraising appeals is like bike riding in the '70s?
(No? Is it just me?)
Okay, let me explain . . .
When I was a small boy in the '70s, Evel Knievel was an American hero:
My friends and I all had this Evel Knievel toy:
And, in my mind, I was jumping over people, cars, buses...
But in reality, I looked about like this:
Still, that was pretty good progress from three years earlier, when I looked about like this:
And here's where the fundraising comes in . . .
New donors are like the kid in the photo above, standing beside a bike with training wheels. They need a push.
Regular donors are more like Evel Knievel. They're ready to clear huge gaps with a single, heroic jump.
Now, with all this in mind, what do you think is a better fundraising framing device:
glass-half-empty?
or
glass-half-full?
I submit to you: it depends on the person . . .
New donors need a push. For them, "the glass" should be framed as half-full.
Regular donors are ready to clear gaps. For them "the glass" should be framed as half-empty.
The research done by Dr. Ayelet Fishbach on this subject I think you'll find very helpful.
You can listen to her speak about it here or read the transcript below:
Later in the podcast episode, Dr. Fishbach adds:
Now, back to our bike riding / "half-glass" metaphor . . .
New donors are trying to fill "the glass." They have no frame of reference for your organization. They have never seen you meet any goals. They are motivated by knowing things are well on their way.
Like a '70s kid with a new bike, they need training wheels and a push.
Therefore, for acquisition of new donors, segment your appeals with a glass-half-full, "We've already raised half of our goal!" framing approach.
Regular donors are trying to keep "the glass" from being empty. They're used to a status quo of the organization always being made whole. They are motivated by knowing about what's lacking, so they can take action to fix it.
Like a '70s kid who's been biking for years, they see a gap and the gap calls to them β they're just dying to jump it.
Therefore, for regular donors, segment your appeals with a glass-half-empty, "We still need to make up X amount in order to reach our goal!" framing approach.
You can help meet the needs of all your donors by paying attention to whether they need a push . . . or a gap to clear!
Each of the following represents a wise investment of your time.
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We loved them.
Maybe you will too?
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Until next time: May you always meet your donors where they are and give them a push . . . or let them soar.
We'll see you in your inbox soon!!
All our best,
Fundraising Copywriters βFundraisingWriting.comβ |
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βPS: You deserve to raise lots more money for your good cause. Why not recruit an "all-star team" β The Case Writers β to take on your donor communications?
Imagine having all of these people on your side: Tom Ahern, John Lepp, Jen Love, Jeff Brooks, Maggie Cohn, Leah Eustace, Andrea Hopkins, Aimee Vance, and us (Julie & Brett).
Interested? Contact us, risk-free.
PPS. If you're interested, you may want to check out Neil deGrasse Tyson's take on the difference between "glass-half-empty" and "glass-half-full."β
We're Julie Cooper and Brett Cooper, fundraising copywriters for great causes. Does your fundraising bring in as much money as it could? You can send donor communications that stir hearts to action. We'd love to help. π Start by subscribing to our FREE and fun weekly newsletter.
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