Choosing the Right Words Crucial to Good Email Fundraising

The professionals at Pathmaker Marketing live to assist our clients with their email fundraising.   We understand the delicate relationship between ministries and their donors, and we’ve learned the importance of selecting just the right words in every part of an email fundraising strategy.  We recommend that your words align not only with the brand identity of your organization, they must also communicate clearly to your constituents that you understand them.  Words and messaging can go a long way to show donors that you and they are on the same page.

In his newest book, Axiom, Bill Hybels’ opening parry focuses on the importance of words.  He describes the angst he experiences as he seeks just the right word, phrase or tagline for a point in a sermon, conversation or campaign.  He goes into great detail to explain that when it comes to words, you have to get it right!

The truth is, leaders rise and fall by the language they use.  Sometimes whole visions live or die on the basis of the words the leader chooses for articulating that vision.
–Bill Hybels, Founding Pastor, Willow Creek Community Church in Axiom:  Powerful Leadership Proverbs

Good email fundraising will show understanding and sensitivity to the values, priorities and lifestyle of donors–and you demonstrate this by the choice of words you use.  If you fail in this, you let down the very people whose support you are seeking to engender.  Answering the following questions will help you choose well in your messages to donors.

Reflect Your Donors’ Values in Your Email Fundraising:  What are the key values of your constituents?  Do you know which things they hold dearest?  And why they are drawn to your organization?  Is there a values niche that you serve that is unique?  Do your messages communicate these values clearly?  Most Christian ministries work hard to show they are morally clean and untainted.  What other dearly-held values do your constituents have?  Patriotism? Social activism?  When it comes to your email fundraising, don’t waste words on things that are not valued by your donors.

Reflect Your Donors’ Priorities in Your Email Fundraising:  What are the highest priorities of your constituents?  Are they family-oriented?  Prayer warriors?  Ardent for missions?  Whatever their priorities, your words must communicate that you understand the priorities that guide their lives.

Show You Understand Your Donors’ Lifestyles in Your Email Fundraising:  Do your donors tend to have active lifestyles?  Are they Internet savvy?  Tuned in to contemporary Christian music?  Are they pinching every penny, or do they have a little financial breathing room?  As you consider ways to use email for your fundraising efforts, you can reflect the lifestyle choices of your backers as you communicate with them, choosing words wisely.

The extra effort you put into choosing just the right words for every part of your email fundraising strategy will go a long way to show them that you understand them and their concerns.  This connection will strengthen their willingness to give.

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