How to shift your appeal from obligation to anticipation

How do your donors feel when they lift your branded envelope out of their letterbox? Is there a sense of excitement and anticipation? Are they looking forward to reading your latest appeal letter? Or is the emotion more along the lines of receiving their latest rates notice – an obligation? 

Because fundraising is a necessity, we easily fall into the trap of obligatory toned communication. Our letters tend to be formulaic and pointed, with the singular purpose to raise funds. Of course raising funds is critical, but what if it could be less of a chore?

What if you could make reading your letters and emails a more enjoyable experience?

The stories we tell are often of heartache, unpacking the realities of a world in crisis, so using the word ‘Enjoyment’ may seem insensitive. But, as humans we devour other people’s stories not because we are cruel, but because we connect with them in the depths of our humanity. The point is not to use the story to manipulate, but to engage at the deepest level. Using these stories simply as a tool to generate funds is a misuse of something entrusted to us (this deserves an article of its own!).

Our supporters aren’t immersed in case studies and program updates, like we are. They may only ever see a scattering of emails and social posts amongst the busyness of their day. Don’t make the mistake of assuming they know the depth of the need or the significance of the impact. Don’t skip over the core message in an effort to make a transaction.

What we offer is not a clean-cut transaction, it’s a complex and multifaceted network of interconnected relationships. When the tone is too transactional we risk over-simplifying the significance and miss building deep, heart-level connections. It may generate income in the short-term, but keeps you on the hamster wheel of superficial giving.

People give because they are invested in the purpose, so be intentional about how you are inviting them into the vision and journey of your organisation. Use your appeal to help the reader feel like an interconnected part of the impact. 

As you craft your appeals, take the time to think about the experience you are offering your donors. Consider how you can use story, tone of voice, visuals and channels to craft experiences that are meaningful and enjoyable. Think about the person taking your letter from their mailbox at the end of a busy day, and aim to build a sense of anticipation rather than obligation – make them glad they opened your letter.

This year, let’s stop filling inboxes and letterboxes with boring, transactional letters, and instead let’s create meaningful experiences for our donors.

Ready to move from obligation to anticipation? Ask yourself the questions:

• Are you telling the story in a way that truly honours the person at the centre?
• Are you considering how you can be building an emotional connection between the reader, your organisation and the subject?
• Are you relying solely on transactional tactics?
• Are you crafting the narrative in a way that makes your appeal an enjoyable experience?
• Are you creating a multi-channel appeal that runs seamlessly across all channels – print, web, social, in-person, etc.

Don’t forget that your appeal shouldn’t exist in isolation, It should be building from, and back into, the broader brand narrative.