Do you want more loyal donors?

Most of us who are running and working with nonprofit organizations don’t want fly-by-night operations. We want to have donors who come back again and again. But if you compare the energy spent trying to acquire new donors with the energy being poured into taking care of current donors, well...it's sometimes a little unbalanced. While growth and expansion are great, constantly chasing after new supporters takes a lot more time, energy and money than deepening the relationships with the folks we already have on our side.

So, how do you deepen those relationships?

Today, I'm over at the ARC Communications blog with three sure-fire ways to increase donor loyalty. Please check it out by clicking HERE!

Letting the Little Stuff Slide

Tom Ahern's newsletter last week struck a chord with me. He wrote about a fundraiser going toe-to-toe with a board member on indented paragraphs.

Small potatoes, right? So the board member finds indents superfluous -- why not just let that little thing slide in hopes of hanging on to the bigger picture?

Confession: I've done this.

I've let non-fundraisers and non-direct-mail experts dictate small things about our letters and mail in order to expedite the process. Sometimes, it feels like it's just not worth the fight, other times, I'm really, truly not sure that my regular direct mail practices are actually the best way to go.

As I've said here and here, when you're not sure what to do, you should probably test.

So if you can't fight for what you know (or think) is right, then fight to test it. Let a pool of your donors give you the information you and your board member (or boss, or other person who is pushing you) need to make decisions that will make your fundraising efforts the best that they can be.

And really, that's what we all want -- even if that gets lost in arguments about indents: successful fundraising.

The Two U's of Fundraising

One of the things I love about my job is the chance to be creative. People often complain that direct mail letters are formulaic, and yes, there is certainly a well-tested format for them that can easily make them feel stale. But like a sonnet, within that strict formula, your letter can range as far and wide as your imagination will take you.

But there are two things you must have in your fundraising copy -- the two "U"s of fundraising.

YOU

I've talked about this before, but a direct mail letter is a personal letter from one person at your organization to one donor. Ideally, it's the opening (acquisition) or continuation (renewal or special appeal) of a critical conversation about your organization and your cause.

And when you're having a conversation with someone, you use "you" a lot.

In fact, it's the most important word in your letter (unless you're personalizing, and then the most important word is the donor's name)! It tells your donors that you know who they are, that you're talking directly to them and that you care about their thoughts and opinions. It makes them feel important.

Use your "YOU"s!

Urgency

Life is busy. This week, in fact, two of my children start soccer practice, all three children have piano lessons, my husband starts a new job, and I have five conference calls, two playdates, school supplies and soccer cleats to buy, and a kid's bedroom to finish painting. And all that is on top of working, grocery shopping, cooking, cleaning, exercising and spending quality time with my family.

Your donors have full lives, so you need to give them a reason not to set that fundraising piece down on the "I'll get to this later" pile.

Make your asks urgent. Tell your donors you need their help NOW. Better yet, give them a deadline by which to act. And make it sooner rather than later. Plaster that deadline on the outer envelope, on the reply form, in the letter and on the reply envelope. Explain to them why it's so important that they act fast.

If they're anything like me, your donors' "I'll get to this later" piles probably morph pretty quickly into the "Let's just recycle all of this" piles. Use urgency to get them to act immediately, and you'll receive more gifts.

Use your "U"s!

Using you and urgency will give you better results in your fundraising letters -- and make your creativity in the rest of the letter pay bigger dividends.

Three Key Statistics for Fundraising

A fundraising consultant I know asked me the other day what data I felt was the most important to pay attention to when running a membership program. The question caught me a bit off-guard because I am so intensely focused on the creative end of things for my clients that it becomes very easy for me to gloss over the numbers side of things. But my colleague's question reminded me that I do, in fact, pay close attention to a few key metrics. After all, how do you know what really works for your donors if you can't measure your results?

Here are 3 key measurements I look at when developing a creative strategy:

Percent Response

This is a big one because it tells you what portion of your membership is responding to your fundraising efforts. If you're keeping a close eye on this number, you can learn which subjects your donors are most interested in funding, or which renewal effort is not pulling its weight.

That said, if you don't know what other organizations in your sector are getting percentage-wise and you don't have years of data about your own organization, then the number can be a little meaningless. Is a 4% response on an appeal good or bad?

That's why it's critical to track this number over many mailings and a long period of time. It's a great starting point for knowing how your creative efforts are performing.

Average Gift

A high average gift could show you what your donors feel most strongly about. Say you sent one appeal asking for money for a physical project, and one asking for program support and both received the same percent response from your donors. If one of those asks garnered a $50 average gift while the other only reached $35, then you have a good indication of what your donors think is important.

Of course, you often get a higher average gift when you're sending to your most loyal donors, so don't get too excited until you compare your populations. And remember to toss out any unusually high gifts before you calculate this number. One $1,000 donation can skew your data.

Lifetime Value

Since I'm most decidedly not a data expert, I turned to this post on the Donor Perfect blog to explain this stat and how to calculate it.

Knowing your donors' lifetime value is a key part of a good long-term strategy. From deciding when to mail and how much to spend, to developing donor cultivation and retention plans, this number will help you refine your fundraising efforts.

Find your data experts

I am the first to admit that I am not a data pro. But I know that these statistics can help me hone a creative strategy, so I listen to the data experts in my life.

Data folks: what did I miss? Are there other numbers I need to start paying attention to? Help me and my fellow creative types create the best fundraising packages we can by sharing the numbers we need to know!

Yoda, Direct Mail, and How to Follow Fundraising Advice

Last week, John Lepp at Agents of Good and FundraiserGrrl Rory Green, inspired by FundraisingYoda, got together and posted a Direct Mail 101, walking readers through some of their go-to suggestions for creating a great direct mail fundraising package -- all with a funny Star Wars theme. Awesome. The piece was so fun and charming and terrifically clever that I feel terrible objecting to any of it...but in my experience, some of their advice came from the dark side of the Force.

Let me repeat the key part of that last sentence: in my experience.

You see, all direct mail advice should be taken with one of those giant blocks of Himalayan pink salt. What works for your donors may be like sending the Death Star to visit mine. The only way you'll know if you've found the fundraising Force for your donors is to test.

That means, of course, that you have to have data you can read -- more on that next week! -- and a big enough pool of people (or a few months worth of mailing the test). It means you might have to do twice as much work on a few mailings. But that will be worth it when you discover what really works for YOUR donors...not just what works according to experts like me.

So, what was the Direct Mail 101 advice you'd never catch me giving?

On the Outer Envelope

- Should be almost anything other than a white, #10 envelope with a window (or whatever the standard size that 99% of charities are using in your country). This is a 9″ x 6″.

Not in my experience. Several of my clients have tested 9x6 envelopes...all have failed spectacularly. Nearly all of my clients have tested colored outers...which performed no better or worse than a standard white envelope. I've had far bigger boosts from testing various teasers and design treatments than stock colors.

Now, to be totally honest, a 9x12 envelope did routinely beat a #10 for one of my clients, but the cost became so prohibitive that it negated the improved results.

Standing out in the mail is a noble goal and could possibly bump up your revenue and response. But it might not.

Bottom line: if 99% of charities are doing something...it's probably working for a lot of them.

- No window usually beats having a window on your envelope. Windows subconsciously say “bill”.

Again, a couple of my clients have tested this over and over again, convinced that the conventional wisdom that says a closed OE will out-perform a window must be true for them, too. And while a few of those tests have fallen in favor of the closed OE, the tepid results simply couldn't compensate for the increased costs. And most of the tests were decided in the window OE's favor.

There are some nuances here, and my two biggest clients continue to test variations on this, hoping to discover when it's worth the added expense of a closed outer, and when a window with a screaming teaser is the best option. I'll let you know if we discover anything definitive.

One last thought: what's so bad about looking like a bill? I don't know about you, but I don't open all of my mail...but I do open all of my bills.

On the Letter

- Font: courier. As big as possible – 13 point here. Courier is likely one of the most – if not THE most effective font in direct mail. It works! I can practically hear the letter writer sitting in the dark quickly hammering this out on her typewriter. 

Again, been there, tested that. Courier and Times New Roman performed equally well every single time, over multiple tests. (We just couldn't believe the results, so this test was repeated several times!) I will say that font size did make a difference for one of my clients whose list runs older than most. But even though we thought Courier would be a hit with those older folks, it didn't make a lick of difference.

Elsewhere in the Package

No mention of the reply envelope.

UPDATED: the reply envelope was added in after I read the post with spot-on fantastic advice!

This was one component they left off their tutorial completely -- and although it's tempting to treat the reply envelope as an afterthought, I'd urge you not to. Whenever I can, I try to include a message on the RE -- usually in the upper lefthand corner, depending on postal regs -- that reiterates both the urgency and the contents of the ask. (RUSH: Petitions Enclosed is a favorite with my activist clients.)

If you can, address the RE to a person at the organization. If you're using a BRE that won't be possible, but with an RE you can include your letter signer's name above the address, which makes your donor feel more like they're communicating with a person and not an institution.

When you're using a BRE, a "Your stamp saves us money" message really can save you money on postage costs -- and just might up response, as well.

NOTE: John tells me that there's been substantial testing refuting this, and I trust that. I have a client who has had success with it, but I prefer to use the space for a more ask-oriented message anyway. 

Trust the Force.

I'm being nit-picky here. Most of the advice John and Rory compiled was stellar and matches my experience. And delivered in a fun, friendly, fantastic way. Plus, YODA! Honestly, I loved it.

And while my experience might have diverged from theirs in those few specific areas that I cited, that doesn't mean that yours will. In fact, I urge you to try all of their suggestions -- and you can bet that I'll be recommending that a few of my clients revisit these ideas down the road. As lists, tastes and fashions evolve, it's important to keep evaluating what works best.

No matter what advice you're getting, the most important thing is to make sure that it works for YOUR unique set of donors. Test, test, test. Even with a tight budget, pay attention to what YOUR donors want, and keep the rest of the advice in your back pocket. Then you will truly be using the Fundraising Force.

Words to Live By

We all have days where we could use a little inspiration. Here are some of my favorite quotes, mantras and tidbits of wisdom for those tough days. You can't control the outcome, only your effort. Even though I work for myself, each job I take on comes with a big team of people, all of whom have their own opinions, needs and visions for the project. Sometimes, things don't work out like I want them too. But as long as I'm putting in my best effort, I can be satisfied.

Don't engage crazy (or toddlers). Sometimes your colleagues will act a little nutsy. Or like small, sleep-deprived children. Do not, repeat, do NOT engage. Back away from their silliness, put your head down, and do your work. The crazy will pass faster if everyone ignores it.

"Sometimes a thing gets broke, can't be fixed." (Oh, Firefly...) Whether it's a letter lead that just won't work, or an entire strategy, sometimes you've just got to scrap everything and start over. Don't stress, and don't waste time and other precious resources trying to save something that can't -- and shouldn't -- be saved.

"That is not the Janet I want to be." (Another gem from a television show gone too soon, Wonderfalls.) The context of this quote is too convoluted to get into here, but this one pops into my head whenever I'm tempted to act in a way that is contrary to my core values. When I'm feeling vindictive, petulant or just plain cranky, I take a deep breath and remind myself to be the person I strive to be.

"It always seems impossible until it is done." Nelson Mandela This one comes in handy for those days when I have a mountain of work, ten meetings, three soccer games and dinner to make. Somehow, even my most impossible-seeming tasks do get done.

What words of wisdom help you get through the rough days? Share below!

When Your Hands Are Tied

I've posted a lot of advice in this space, and I read a lot of fantastic advice from my colleagues and mentor-types around the world. I really believe that if you want to excel at copywriting for nonprofits, now is the best time to be working -- there's simply never been so much easy access to top-notch educational resources as there is today. But what happens when you're not allowed to implement all this world-class free advice?

There are a lot of obstacles to doing your best work. Organizations hire me to help them do their best work, and even I face huge hurdles in implementing the changes I know are necessary to push my clients' efforts into the stratosphere. I know you know what I'm talking about:

• Board Members who think their corporate expertise translates to fundraising.
• Program staff who don't understand that fundraising is as important as what they're doing in the field.
• Databases and antiquated computer systems that are virtually unusable.
• Executives who are unwilling to invest in best-practice acquisition and retention.
• A basic lack -- of EVERYTHING! Not enough staff, crumbling infrastructure, too few resources...the list goes on.

I do love Tina Fey's advice to go "Over! Under! Through!" the things or people standing in your way. But for non-profits, sometimes, unfortunately, these obstacles prove insurmountable. So what's a savvy fundraiser to do?

Focus on what you CAN do.

So you can't segment your list properly, or your CEO refuses to give you staff to make thank you calls. Instead of moaning about what you can't do, try coming up with ways to work with what you do have.

What about hand-selecting 100 (or another doable number) of your most loyal donors for more personalization than your database can offer? Can you write a script for volunteers and put them on the phone with your donors?

There are usually several different ways to come at a problem. Venture outside your comfort zone and see if you can find one of them. And if you still can't solve your problem, then focus on doing the best job you can with the resources you have while continuing to...

Educate everyone at your organization.

Let them know what is possible. Remind program staff that you are on their side -- working tirelessly to get them the money to fund the amazing and selfless work that they do every day. Paint a picture for your leadership of what your organization could accomplish with the right equipment, experts, or staff. Provide your Board with information about fundraising best practices and show them your plan for bringing your organization up to that level.

Just as you keep your donors informed about the work your organization is doing, you should keep everyone at your nonprofit informed about what your department is doing. Open the lines of communication on your end. Be an example of how things could be.

Keep doing your best work.

I have worked with people and organizations that did not want my advice. I've also worked with groups that wanted me to swoop in and save their direct mail creative, while doing everything they could to tie my hands. It's not fun.

But regardless of the dysfunction around you, the absolute best thing you can do for yourself and your organization is to do the best work that you can do. It may become clear that you need to part ways, but until then, take advantage of all the wonderful free advice that's out there and do your best to excel.

Because really, the only thing you can control is your effort.

Three Ways to Make Your Writing More Conversational

I stumbled into the world of nonprofit copywriting by happy accident. I needed a job, any job, and a "Nonprofit Marketing Firm" in my town was hiring a receptionist. My six-month stint answering phones at an answering service gave me a leg up in any receptionist job, so I applied. In the course of the interview with the owner of the company, I mentioned my love of writing. They hired me as a copy editor, and a career was born.

A few weeks later, I had my first solo writing assignment. I was terrified as I handed my boss the piece. She had a reputation for wielding her red pen with wild abandon, and I was so, so green.

She glanced at it long enough to read two-thirds of the first sentence, crossed out the entire page, and said, "Make it more conversational."

Making your copywriting conversational is one of the biggest challenges for every copywriter. We all talk to people every day, so why is writing like we talk so darn challenging?

Here are three sure-fire ways to make your copywriting sound conversational:

1. You, you, you.

When you're having a conversation with someone, there's none of that stilted "When one brushes one's teeth, it is critical to reach every tooth" business.

Contrast that with something more like this:

You and I both know how to brush teeth. You make sure you get every tooth.

Which one sounds friendlier, more personal? And which one sounds like an expert handing down dictums from on high? Now, you're probably not writing a whole lot about tooth brushing, but the principle applies regardless.

And if this makes it easier to use "you", remember, even if your letter or ad will be viewed by thousands of people, you should aim to write as though you're talking to ONE person. 

2. Read Your Copy Aloud

This is probably the most re-hashed and basic advice that any writer receives. And you'd be shocked at how few writers heed it. (Confession: I have been known to skip this step myself...and I always regret it later!)

Even when you think you're doing a bang-up job writing readable, conversational copy, I guarantee that you will have a few passages that sound awkward when read aloud.

So lock yourself away in an office and read it like it's a bedtime story you're reading to a 6-year-old. Any sentence or phrase or word that trips you up -- go back and fix it. You'll have more conversational copy in moments.

3. Axe the Jargon

Please tell me you're going on jargon patrol each and every time you write copy! If not, you need to add this step to your revision process right now. I don't care if you use terms like capacity-building, participatory action, leveraging stakeholders or value proposition in your conversations at work (though your colleagues might), but please don't use them in your copywriting.

Donors want to hear what you're accomplishing with their donations. They've invested their time, attention, resources and passion with you, and they want to know you're worth it. They can't know that if you're holding them at arm's length with insider language they don't understand.

Use one of your revision passes to replace any words or phrases that would be more at home in a conference room with those that would be heard in a donor's dining room.

I used those three steps to revise that first piece of copy. My boss still tore it up with her red pen, but on the second time around, she read the whole thing.

Adding to My Resource Library

I spend as much time as I can spare trying to learn from my colleagues. Here are three great posts, articles and other resources that I'm loving these days: 1. This amazing post by Stuart Glen packages 10 solid gold copywriting tips into a wise and fun tribute to Dr. Seuss. The legendary children's author and I share a birthday, so I'm a sucker for anything Seuss-related, but there's a lot of great information here for non-Seuss-fans, too.

2. The Harwood Institute for Public Innovation is dedicated to bringing people together to create real progress for their communities. Their Harwood in Half an Hour worksheets are a great package of tools to help you zero in on your goals and make them a reality.

3. After going through huge re-branding campaigns with several clients, I have a lot of ideas about branding, public awareness campaigns and the near-constant pressure on organizations to raise their public profile. Jeff Brooks sums it up nicely in this post.

Anything I've missed? Post it in the comments or send it my way on Twitter or via e-mail!

The 20-year-old Thank You

This week, I sent a thank you note that I should have written 20+ years ago.

When I was applying to colleges, I asked one of my English teachers for a letter of recommendation. He wrote it, I'm certain I at least said "Thank you" when he handed it to me, and I included it in my applications.

A few months later, I blew out of that suburb and didn't look back.

Now...fast-forward a couple of decades. Picture me in my sweats, sitting on the living room floor surrounded by dusty boxes from the attic. I pulled out a file and found the original letter of recommendation from my English teacher.

It was quite a letter -- one tight-margined page filled with praise for me as a student and as a person. It was clear as I read it that Mr. Lewis hadn't relied on boilerplate recommendation language, replacing another student's name with mine. He'd put thought and effort into that letter. And I am sure I was one of dozens of kids who had asked for his recommendation. 

As I read the letter, I knew I hadn't fully appreciated what he'd done for me back when I was in high school, and my verbal "thank you" felt entirely inadequate.

I wanted to thank him properly. But what were the chances he'd remember me out of thousands of kids he's taught over the years? What difference would a heartfelt thank you note mean now?

I decided it didn't matter if he remembered me or not. (To be perfectly honest, I probably wouldn't be able to pick him out of a line-up either!) I knew from years of working with nonprofits that sending a thank you is always the right thing to do.

So I did it. And he responded with a kind note of his own. I don't think he does remember me, but that doesn't matter.

The important thing to me is that I was able to acknowledge his generosity.

Now, clearly, I should have written that note many years ago. I blew it then...just like so many nonprofits blow it each and every day when they fail to acknowledge their donors' generosity.

But it really is better late than never. So if you are still sitting on a stack of thank you notes from your year-end giving drive, for pete's sake, send them out! Better yet, take a few minutes out of each day to telephone those donors and thank them profusely for their support.

They don't have to give to you. They don't owe you anything, just like Mr. Lewis didn't owe me such a stellar recommendation letter.

But you do owe them something: a sincere and timely thank you.

Are You Using Storytelling in Your Nonprofit? Read This First.

We Love Stories

Human beings have been telling stories for 100,000 years. Over that time, storytellers discovered the best ways to convey their information so people would remember it. Today we call that “story structure.”

People everywhere, in cultures across the globe, are hardwired to use story structure to create meaning out of events. In the last few decades, we’ve collected ample scientific proof that our brains have evolved to respond to stories.

Which is why you’re hearing so much buzz these days about the importance of using storytelling in your marketing and communications efforts. And, done correctly, there’s no doubt that storytelling can be a powerful tool.

But is there ever a time when using a story isn’t appropriate?

Storytelling is not like boiling pasta

When you know using stories is good for your organization, it’s tempting to use them all of the time, no matter what.

But storytelling is not like cooking spaghetti, and if you find yourself tossing stories on the wall to see if they’ll stick, you’re probably doing it wrong.

Are your stories all about your organization? While telling your “origin story” can be an effective piece of advertising, it’s not much more than that. Your donors aren’t living in the past – they’re engaged in the here and now. They want to know what you’re doing that is so important and so aligned with their personal vision and values that they simply must give right this minute.

Are your stories only peripherally related to your organization? Some fundraisers or board members seem to think that as long as their communications tell a story – any story! – touching on the organization’s mission, that will be enough to draw in donors. But your donors don’t want to hear any old story…they want stories that reflect their vision of what the world can be and how your organization is making that vision come true.

Your Stories Should Embody Your Organization AND Your Donor

Donors respond to stories when those stories present shared values, a common vision for the future, and a strategic plan to make that future a reality. If your stories can’t do those three things, it’s time to find new stories.

After all, the ultimate goal of using Storytelling in your donor communications and fundraising is to weave a strong and stable connection between your donor and your organization. It is this bond that will keep your donor giving, year after year.

For more about the pitfalls – and benefits – of using storytelling in your marketing efforts, check out this case study for Levi’s.

The Secret to Excellent Donor Communication

I've seen a few posts, tweets and other advice on the secrets of donor communication recently -- Gail Perry had this great post on the most boring words in fundraising last week -- and I couldn't resist offering my two cents: You're talking to a person, so act like a person.

It sounds simple, but for organizations and businesses that have developed their communications strategies around press releases, official statements and copy-by-committee, treating your donor like an actual person is challenging.

This has become exponentially more important with the rise of social media. Social media is all about personal relationships and one-on-one interaction. It's about hearing what other people think and having a conversation with them.

Far too many organizations tweet from up on high, but social media is really about getting down in the trenches with your constituents and geeking out with them about the things you share in common -- ideally a passion for your cause. Really, it's a matter of sounding like you are an individual, a person who actually cares about about what you do. Is that really so difficult?

You can find more lengthy articles with detailed dos and don'ts if you need them. And definitely read everything that Tom Ahern has ever said about donor communication.

But for me, it all comes down to remembering that one fundamental thing: you're one person talking to another.

What the Veronica Mars Kickstarter Can Teach YOU

There has been a lot written about the Veronica Mars Kickstarter project and its implications for how movies are funded. Launched last week, the project reached its $2 million goal on the first of its 30 days. With 18 days to go, it has almost doubled its initial goal. I’m excited on a personal level because I was a big fan of the show and am looking forward to watching another 90+ minutes of Mars-y goodness. But what really intrigued me is what the project can teach fundraisers.

If you’re not familiar with the crowdfunding platform Kickstarter, check out their FAQ. In a nutshell, it’s a way for artists and other creative types to collectively fund their projects. Musician Amanda Palmer financed her successful album Theatre is Evil via a Kickstarter campaign, and two documentary short films funded by the platform went on to be nominated for Academy Awards.

Though there has been a lot of backlash against the Veronica Mars project – the money is going to fund a movie that the studio will profit from! There are so many worthier causes! These people are millionaires and should fund the movie themselves if they care so much! – there are some really powerful fundraising lessons embedded in this campaign.

1. They asked. Lots of fans have been clamoring for a Veronica Mars movie for years. The stars of the show and the show’s creator wanted to do it, but it was stuck in development hell, languishing for lack of financial support. So creator Rob Thomas figured out what he needed, explained it to his supporters, and asked them to fund it.
2. They have a well-articulated plan for the money. They set a campaign goal for the minimum amount they needed and then made a plan for what they’d do if they received more. Donors to the campaign were informed up front exactly how their money would be spent and what their contribution would make happen. They also told people what would happen if the Kickstarter goal wasn’t met and explained why this campaign was the best way for everyone to get what they wanted.
3. They acknowledged their supporters. Sure, they offered plenty of swag – that’s part of the Kickstarter model. But they also immediately thanked all supporters as soon as the campaign achieved its goal. And they kept thanking them, offering new incentives and updates as the campaign continued.

People have a choice of how to spend their money – and that counts for charities too. The Veronica Mars Kickstarter shows how loyal your supporters can be. Years after the show went off the air, fans jumped at the chance to get one more story from the series.

But it also shows that when you have a loyal base of supporters and you treat them with respect, candor and gratitude, you can fund even your most audacious projects.

The Dreaded Writer's Block

There is a whole lot of information out there about writer’s block – see here, here and here just to start. So when I sat down to write this post, I nearly abandoned it before I started. Who needs another post about a topic that has almost 9 million search term hits?

But as someone who supports a family of five with my writing – which means I write on demand, day in and day out, regardless if I’m inspired, energized, enthused or at all clear-headed – I thought I might as well throw my pen into the ring. I simply cannot afford writer’s block, so I’ve developed quite a few tricks to keep me from ever succumbing to this horrible affliction.

And it is horrible. I know one writer who became so blocked she lost clients, her income dropped dramatically, her mental health suffered, and eventually, she had to train for a new career just to keep a roof over her head and to feed her family. It was paralyzing, and it went on for years.

So believe me, I’m not a naysayer. And I’m not just one of the lucky ones who never experiences it. There are plenty of days I can’t imagine how I’m going to put those words down on the paper, days when every ‘a’, ‘the’ and ‘it’ written merits a cry of “Hallelujah!”

There may come a day when I do finally run up against a writer’s block that I can’t trick my way out of, but until then, here are a few tried and true methods that keep me going:

When the well of ideas runs dry…

Sometimes, you just can’t think of anything to write about, or a creative, not-done-to-death way to write the piece you’re trying to write. It’s tempting to moan and wail, but that doesn’t get the work done.

Solution: Write anyway. Write anything. Give yourself permission to write the most cliché-

ridden copy you can think of. Because the secret to writing amazing, brilliant prose – whether you’re writing fiction, a hard-hitting article, or fundraising copy – is not writing. It’s revising. So just write, and let the truly original ideas come later.

When your vocabulary has shrunk to that of your first grader’s…

I often feel like giving up on something because it seems like I’m using the same words over and over again. I have an English Degree and a French minor. In theory, my vocabulary is pretty impressive in two languages. But there are days you’d be hard-pressed to believe it.

Solution: Again, write anyway. Repeat as much as you want. Fix it later. Remember, typing a word is not the same as chiseling it into stone. You can always, always, always change it. Until it goes to the printer, and then you just need to let it go and move on. Also, keep a thesaurus – either paper or virtual – handy.

When. Each. Word. Is. A. Struggle…

Some days, it takes me 45 minutes to write 1000 words. Other days it takes me 4 hours. Those 4-hour days are sheer torture.

Solution: Ha! Gotcha. You thought I was going to say “Write anyway” didn’t you? Nope, my solution for this version of writer’s block is the opposite. Stop writing and take a walk. Clear your head, get your body moving, and chances are the words will flow again once you get back to your desk.

When the sight of the blank page and flashing cursor makes you hyperventilate…

If you think too hard about that blank page, it really becomes a daunting thing, a wraith that feeds on all the words you might possibly put down upon it. Terrifying.

Solution: This is where I haul out all my old writing class techniques. Try freewriting for ten minutes just to warm yourself up and fill up some of that page. Write a poem or story or movie review instead of the piece you’re trying to write. Write a big rant about how you can’t possibly write what you’re trying to write because you suck or your idea sucks or your subject sucks. Put it in all caps if it helps. Change fonts – you might just start writing so you can see what it will look like. Copy one of your favorite passages from a book or blog word-for-word. Do whatever you need to do to make that page a bit less blank.

And then, keep writing.

Asking Well

The other day, one of my neighbors sent around an email asking to borrow a large duffle bag. The family was heading to Hawaii for 9 days, and they really wanted to take their boogie boards with them but didn’t own a bag large enough to pack them in for the plane trip. They didn’t want to have to buy or rent boogie boards when they got to Hawaii.

Full disclaimer in case said neighbor reads this: I totally would have leant you the bag if I had one like that, and I’m sorry for using your well deserved family vacation as an object lesson for how not to ask for things if you’re a nonprofit. I hope you had an amazing time.

Now, for my nonprofit readers: you can perhaps imagine what my initial, gut-level reaction was upon reading my neighbor’s request. If not, it went something like this: The only way I would be digging around my attic to find a giant duffle bag is if I was going to Hawaii. Buy your own damn bag.

Of course, my rational, altruistic self then kicked in, and I realized that I would love to help, but I don’t own a bag like they needed. And probably someone else did, so really, I didn’t need to go digging around in the attic to make sure.

And then another email came in from a friend looking for childcare so she could go to a party with her husband – their first date in the two years since their son was born.

My gut-level reaction to that request? YES, I would LOVE to help you out.

When you’re asking your donors for money, are you making the right pitch?

Both my neighbors and my friend were asking for something that wasn’t completely necessary. There were no lives at stake, just convenience and fun.

My neighbors made a practical, extremely logical pitch: It would be a waste of money to have to buy new boogie boards when we could just take ours with us if we had a bag. That logic got my brain working, but it didn’t exactly make me feel like being generous.

But my friend made an emotional pitch: We haven’t been out alone together in two years! That heartfelt request moved me to immediate action, and I thought, “I can make that happen for her.”

When you’re asking your donors for support – or your friends for a favor -- remember: emotion wins the day.

Celebrating Milestones

A funny thing happened to me last week. My oldest child turned 10. I know, really it happened to her. But it's strange for me to think about the changes the last ten years have brought to my life as a direct result of her presence. In a very real way, I owe her much of my progress as a writer and creative consultant to nonprofits. Having her was an earth-shattering, highly focusing experience.

So after the dust settled from her sleepover party and all-around over-the-top birthday celebrations with family and friends subsided, I decided to take a few minutes to celebrate my own journey over the last ten years, reflect on what I've achieved, and plan for the next decade.

The process is ongoing for me, but it also made me think about my clients and their upcoming milestones. So much excitement and opportunity -- so how can we take advantage of it?

Does your nonprofit have a big anniversary coming up?

Anniversaries are a good time to reflect on the past and set new goals for the future -- individually and for nonprofit organizations. Sometimes you find you simply need a course-correct. Other times, a full-on reinvention is required. And while much of this work will be internal, there are ways to celebrate publicly...and perhaps induce your donors to give even more to commemorate your milestone.

Here are my key suggestions, cautions and ideas for celebrating your nonprofit's anniversary with your donors:

• First up, you have to remember that donors generally don't care as much about the anniversary as you at the organization do. With a few exceptions, they're not going to give solely because you've suddenly reached 25 years (or whatever anniversary it happens to be). It doesn't mean you can't celebrate it with your donors, but I would caution against making huge projections based on it being an anniversary year.
• See if you can get a challenge grant from a major donor in celebration of the anniversary. You know that a good Challenge Grant will spur other donors to give, and pinning that challenge to a big, sentimental anniversary might give it a bit extra oomph.
• Can you segment out charter/founding donors? If so, give them special treatment for their longevity. These are your most loyal donors and the ones most likely to be invested in your anniversary, so make sure they know they are the reason you reached such a monumental milestone.
• You might consider designing a special anniversary edition of your logo, to be used just for that one year. Using that in all donor communication will help remind them that it's a special year/exciting time for the organization. Maybe even try using a retro look -- old fonts/logos that were used/popular the year you were founded. Anything you can do to make your donors feel sentimental (read: emotional) about your organization will inspire more giving.
• Consider revisiting some of your early success stories. Tell donors again about the people you've helped, the battles you've won, the previous milestones you've celebrated. Can you profile someone whose life you touched early on, give a "where-are-they-now" update? Even better! Remind your donors why they gave to you in the first place, and they'll be more inclined to give again and keep giving.
• Above all, try to use the anniversary as a way to remind donors of all the great work they've accomplished over the last xx years and then tell them your plan for this year (and the next xx years). As always, keep it simple and compelling. Remind them that they made this anniversary possible.

Anniversaries are a great opportunity for your organization as a whole, and they can also be a good hook for fundraising as long as you always remember this key: it's all about your donor. Stick to what your donors care about in fundraising, avoid showing them the internal details of your reflection, and make them feel like a part of your organization's past, present and future.

What Knitting Taught Me About Writing

I started knitting when I was in my mid-20’s. My mother is an expert seamstress and had tried to teach me to sew, but it just never took. I couldn’t muster the patience or the exactitude necessary for sewing. (Really, I hated all the ironing. I still don’t iron, unless you count tossing things in the dryer for a few minutes.) By a strange coincidence, I also started writing for a living in my mid-twenties, about four months after I cast on my first stitch.

For years, I didn’t think the two were related at all, except that when I am in a knitting phase, I’m not writing quite as much, and when I’m in a writing phase, I’m not knitting as much. If I thought of them together at all, they were competitors for my time.

But one day, one of my kids was looking at my latest project, and she said, “Wow, that sure is a mess. Are you sure you want to keep making it?”

Hold the mustard! That is something I say to myself in the middle of every single thing I write -- fiction or fundraising or email to a friend.  And in that moment, I realized that all these years of knitting and writing have been far more inextricably linked than I ever knew.

The Beginning: Casting on

Every piece of knitting starts with that first cast-on stitch (Fancy expert knitters who know some fabulous technique for starting without casting on: Pipe down! I’m making a point here!), just as every piece you write starts with that first word.

Those first few rows of knitting – just like the first few sentences you write – are maddening. Full of promise of what’s to come, but messy and often confusing...and absolutely necessary to get to the good stuff. They’re never the prettiest stitches or the most beautiful prose. But they form the foundation for what is to come.

As you add row upon row, word upon word, you feel pretty good. You’re making progress! Your fingers are flying! This is AWESOME!

Until you look at your word (or row) count and realize how much further you have to go.

The Messy Middle

Which is when you get to the big slog, which looks like this:

Can you even imagine wearing that? Can you imagine wanting to?

The same thing happens when I’m writing. I get to the middle and feel absolutely certain that everything I’ve done up to that point was a complete waste of time. There are stray thoughts everywhere, paragraphs that start strong, then peter out into nothing. Structure? What structure! It’s an amorphous blob that will never amount to anything.

But I keep plugging away. Because I’ve come this far, and because I’ve done this enough times to trust that it will somehow, some way, work out.

Done, But Not Done

And then you finish. You type that last word, cast off that last stitch. It feels great, and hey! It doesn’t look half bad.

Of course, it’s not ready for prime time yet. There are all those loose plot threads to tie up and those seams – and themes – to sew up.

And this is where I really start to lose heart. I’ve spent so much time with this project – during which I’ve thought of a dozen other projects (or received a dozen new assignments) I’d rather be working on. And I’ve kind of gotten sick of even looking at this one. Why did I pick out this ugly yarn anyway? No way am I ever going to wear this monstrosity!

I know a lot of knitters – and writers – who get to this stage and simply stop. They have completed but not finished sweaters taking up space in their knitting bags. Writers have finished but not polished novels. Fundraisers have letters that could have raised big money, but instead fall flat.

But this is what knitting – such a visual and tactile medium – has taught me about the more intellectual medium of writing: DON’T GIVE UP.

That extra little effort to finish and polish and press is so worth it.

Four Steps to Better Creative Strategy

One thing I've noticed in working with a variety of clients on their creative strategies for direct mail, fundraising and communications is that not all organizations understand just what goes into crafting a successful creative strategy. So I thought I'd lay out my four sure-fire steps to implementing a successful creative strategy at your organization.

1. Set Goals

Whether you're strategizing for one mailing or an organization-wide campaign, it's crucial that you have specific and attainable goals laid out clearly for everyone at the organization. I can't tell you how many times I've sat down with a potential client and watched them start to sputter when I've asked them what they expect to achieve with their latest direct mail campaign.

HINT: It's not just about raising money!

The best organizations are looking at each effort -- whether it's a direct mail campaign, online communication, a tweet-up, or something else -- as steps in achieving overall organizational goals. Most donors are getting information from only one or two of your channels. Make that information count.

2. Find your voice.

Chances are, your organization is not the only one working on your issue. So why should your donors give to you instead of another worthy nonprofit? Your donors want to connect to your organization on a personal level, and that is all about your organizational voice and how it stands out from the crowd.

NOTE: This doesn't have to be competitive!

Focus on what YOU do well and communicate that -- in your direct mail, on the web, in your newsletter, indeed any time you communicate with your donors -- with conviction and passion. Your donors will respond to that authenticity.

3. Communicate and Coordinate

You can generate your very best creative by simply communicating and coordinating with everyone on staff. Tell them your goals, ask questions, learn about what they're doing and ask them how that fits with the fundraising  goals you've set. Make sure your web development team knows what you're fundraising on and when.

If you have a copywriter, set up meetings for that person with the program staff working on the issue. If it's something near-and-dear to the Executive Director's heart, see if he or she is willing to take twenty minutes to discuss it with the copywriter.

All of this can make a world of difference in generating accurate, moving and effective fundraising and communications.

4. Personalize

Because this can't be said enough: it's about your donor. So however good your creative strategy is, it won't be nearly as effective if you don't take that final step from understanding what your organizational goals are to understanding why your donor should care. Because if your donor doesn't care, all the hard work you did in the first two steps won't matter one bit.

Pay attention to the campaigns that your donors respond to (and those they ignore). Know what pushes their buttons. Thank them often, always letting them know specifically what their support has helped you accomplish. And give them as many opportunities as you can for interaction, conversation and feedback. Make them feel like key players in your work.

I can't tell you how exhilarating it is to work with an organization that is firing on all cylinders. And the results they get on all of their fundraising and communications efforts are proof that by thinking strategically about your fundraising and communications efforts, you can raise more money and support for your cause. And that's what any nonprofit good creative strategy should be about.

Where Space Exploration and Fundraising Collide

Like many people the world over, I was thrilled to see that the Curiosity Rover landed successfully on Mars this week. I showed my kids the first pictures and answered their questions about space exploration. (I think my 5-year-old's mind was officially blown by the news that a ROBOT took that picture!) But even as my kids were getting more and more excited about space exploration, I saw the tweets racing by lamenting the money spent on sending a rover to Mars when there are so many problems here on Earth we need to solve.

I'm not going to write a comprehensive defense of space exploration. If you wonder what the value is, check out this interview with Neil deGrasse Tyson, or read his newest book. But I will say that many of the things you and I use every day -- everything from our cell phones and computers, to athletic wear and tennis shoes -- were originally developed for NASA.

Imagine what might be achievable if NASA had reliable funding and the freedom to aim for truly audacious goals. What alternative fuels or advances in solar power technology might be made? What cool new fabric might make sweaty summer runs like the one I took this morning even more comfortable?

A lot of fundraising departments I work with are just as starved for funding as NASA. In an effort to be efficient and streamlined -- to put as many of those dollars they raise toward programs as possible -- too many nonprofits are denying themselves a chance to innovate, evolve and, ultimately, do even more to further their missions.

Instead of aiming for the big and complex mission to Mars, they're content to run the same near-Earth orbit mission over and over again.

It's easy to play it safe. After all, nobody wants to be the one who bets big and loses. But your donors can tell the difference between an organization that's hanging on to the status quo and one that's charting a bold and energetic course for the future. Guess which one most of them prefer?

Investing in your fundraising efforts -- whether it's in increased time, money, energy or vision -- can pay huge dividends.

Test boldly in your direct mail, and you can find out what appeals to your donors and target your fundraising more effectively. No more incremental nudges. Let's find out what happens when you take an entirely different creative approach, or aim for a new universe, or aggressively go after lapsed donors.

Take the time to coordinate communications and fundraising department efforts, and you can pool talents and develop strong messaging that helps inform and enlighten people about your efforts. (Bonus: unless you have to bribe them with donuts to sit in a room together, this won't cost you a cent!)

Spend a little more on personalization -- in the mail, on the Web and in your face-to-face efforts -- and you can foster better relationships with your donors...and reap the benefit of increased giving.

And another bonus of investing in your fundraising is that in doing so, you might just find other ways to cut costs that don't stymie innovation.

I'm excited to see the pictures and read about the discoveries that Curiosity sends back to Earth. It's a remarkable achievement.

But I also get really excited when I work with an organization that is committed to exploring all the ways they can improve their fundraising. Be bold. Be daring. Dream big. Show your donors how much passion you have for your mission, and watch as they reward you with their loyal support.

Is That Really True? Storytelling Ethics Part 2

Well vacation and a mountain of work came between two pieces I had hoped to post a little closer together, but I do want to follow up on my earlier post on storytelling ethics, with a set of basic rules to follow for nonprofits. Those rules are a great start, but I don't think that's the end of the discussion at all. Because when I was asked the question, it brought up a lot of other, related ideas about storytelling, ethics and the nature of truth and fiction that I think are valuable to explore.

What is truth?

If you work for a nonprofit of any size, you probably see hundreds of stories coming through your organization each year. And I'm willing to bet that many, many of these stories have a commonality to them that can, sometimes, make them seem indistinguishable from each other.

It's probably easy for you to generalize about the people you serve: "Our clients are predominantly [insert three adjectives that describe the typical constituent here]."

So is that generalization true?

What if you put the generalization into story form by creating an amalgam? Could you give it a name, a set of circumstances and a story arc and still call it "true"?

I've worked for organizations that had no problem with this definition of the truth, believing that slavish adherence to the details of the stories in their organizations undermined the true spirit of their work. I've also worked for organizations that would never, ever consider using an amalgam, certain that it was lying to their donors.

Truth in Fiction

It may be because I am a fiction writer as well as a copywriter that I fall more into the first camp than the second.

Think about memoir for a second. Memoir is generally considered to be a form of nonfiction. But memoirists also take liberties with dates, places, names and timelines in order to create a more cohesive story, while staying true to the overarching themes of their work. Looking at it another way, memoirists lie to preserve the truth.

And some of the "truest" writing I've read is fiction. Sure, the facts may not be there, but truths of what it means to be human are often found in fiction, and can serve to inspire as well as -- or sometimes better than -- nonfiction.

But...

But we're talking about nonprofit storytelling here, not memoir, not fiction. Making up stories whole cloth and pretending they actually happened in your organization will not serve your purpose well.

Lying is a crummy thing to do to your donors. It betrays their trust and is an extremely poor way to repay their generosity.

Still, it is extremely easy to turn a compelling story into a boring collection of facts. And while your donors never deserve to be lied to, you certainly don't want to put them to sleep.

So as I mentioned earlier, use the constraints of the truth to up your creative game. Remember to hit as many of the five senses as you can. If you're interviewing someone, really listen to what they're saying about how they felt so you can convey that to your donors.

Your organization's storytelling ethics deserve careful thought and consideration. Make sure you can justify your stance -- to your board, to your employees, and above all, to your donors.

And, as always, be creative about how you tow that line. Nonprofit storytelling should be about taking your donors on a journey with you, not just about telling a story and asking for money.