Welcome, You! This is the 128th Fundraising Writing Newsletter. If you find value here, please tell a colleague. (Your colleague can ​subscribe here for free.)​

In this issue:

✅ With your fundraising photos, do this, not that

✅ Randomly yours: to inspire and recharge you

Wednesday, April 3, 2024

Hi Reader,

Next week, I'll be in Toronto for the AFP ICON fundraising conference.

You too?

I'll be speaking along with Rachel Muir and Sarah Masterson, in a session called "What Not to Say to Your Donors, Eh? (And What to Say Instead)."

If you will be at ICON, hit reply and let me know. Maybe we can catch a moment to say hello!

In the meantime, one thing I'll be talking about in Toronto is...

With your fundraising photos, do this, not that

Do you ever accidentally say one thing with your lips and another with your face? (I hate when that happens.)

The fundraising equivalent is when your copy and your photos don't match.

Your fundraising photos "speak" for you.

Ask yourself: What do they say?

And: Do they echo what your fundraising copy says?

If the message of one of your fundraising photos and the message of your fundraising copy that goes with it do not match, something's wrong. Probably your photo.

Here's an example of a photo that "says" the wrong thing in the context of the headline:

This photo says, "We are warm and happy."

(Notice the smiles and warm winter gear.)

This photo does not match the headline copy asking for you to help. Why would you help? These two look like they're just fine!

See?

Don't do that!

Instead...

This photo says, "We are cold and in need of help."

(Notice the lack of smiles, the light clothing, the snow, the tent...)

This photo does match the headline copy asking for you to help. Clearly, these two look like they are in urgent need!

See?

Do this!

Save your "problem-solved" impact photos for your thank yous, newsletters, and gratitude reports.

Now — what do your fundraising appeal photos say, eh?

Randomly yours: to inspire and recharge you

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

• Fundraisingly Informative — Roadblock to Avoid; Common Mistakes in Monthly Giving Campaigns by Jeremy Reis (an article that gives a helpful overview and highlights five easy monthly giving mistakes you might make and how to avoid them)​
  ​
• Generously Sustainable — The Recurring Giving Report by Neon One (a comprehensive report launching on April 8th at AFP ICON and virtually, offering data analysis, benchmarks, and insights on recurring giving trends between 2018 and 2022 to help you optimize your monthly giving program)
  ​
• Strangely Squared — Cube-Shaped Poop by Andrew Smith (a wild blog post about wombats, their poop, and other important matters)

Until next time: May your fundraising copy and photos always be in sync, so your donors can clearly understand that they are needed now.💛

Grateful,