Delivering the Case for Support – Part 3 of 4

Let’s take a look at the content that charities are putting out there these days. There’s quite a variety of communications. Mostly what comes across my computer screen or desk is newsletters. And a lot of those newsletters still have the “we do, we do” or “we need, we need” kinds of entries, but nothing compelling or motivating for donors to sink their teeth into.

It may be the case that those nonprofits that are publishing these newsletters have taken the term “newsletters” a bit too seriously. Maybe these folks feel that any missal that carries “news” or any word of what’s going on in the charity, will serve as a communication that “stays in touch with donors.” But this isn’t really what donors want to see.

It might also be the case that some of the board members, other volunteers or constituents have given development and marketing staff the idea that they want “news” from the nonprofit. I’ve heard comments such as “I just want to be kept informed of what’s going on here,” and “just let me know what’s happening from time to time.” But these comments, when carefully analyzed, are not exactly true and complete representations of what constituents really want to know.

What people won’t tell you is that they want to know how THEIR OWN involvement with the charity is able to help them feel good about themselves and their priority choices to support and be involved with ABC Charity. They can’t come right out and say this in a focus group or board discussion, because it makes them look more self-centered than they want to be seen. But, in truth, if you look at the donor’s eyes and check their interest level, you’ll find that there’s quite a difference between a “news” article and a motivational, compelling article that demonstrates how a donor’s gift went to work on a program recipient with unusual power and great results.

Consider this story from a recent nonprofit newsletter that I received:
“The ABC Learning Center is currently undergoing a beautification process; an ongoing project we call 'Making Learning Beautiful.' The center will be cleaned, repaired and reorganized. Our new and improved facilities will be awaiting a response from [foundation grant maker] in the hopes of adding radiant artwork and new computer desks and chairs for our students...”

Here’s another “news” article:
“People often wonder why we tutor our students at our site as opposed to our volunteer tutors meeting the children in their homes or in a public setting such as a school or library. After all, wouldn’t it reduce our overhead costs? Having our students come to our center is imperative! Here is a list of crucial program components that are received by our students and volunteers when coming to our site.....” And the article goes on to give a laundry list of program components with the reasons why each component is considered necessary to the learning process.

Now, if you’re really into decorating, you might feel like continuing with the first article to see what new decor features are a part of that project. Otherwise, it leaves the reader cold, because there’s no involvement that meets the donor’s or prospect’s self-interest, or their own needs, wants and values.

In the second article, if you’re an academic or researcher into methods of teaching, this listing of program components might be valuable. Does it motivate donors? Does it wake them up and make them feel alive and well and happy? Does it compel them to give sacrificially?

But if that’s NOT the case, then why have the newsletter in the first place? What I’m saying here is that the nonprofit’s constituents really don’t want “news” so much as they want to see themselves reflected IN the news; they want to have their own egos stroked, they want to see how their own objectives are getting met.

Maybe the trick here is to stop calling these communications devices “newsletters” and start calling them “motivational shots in the arm.” Maybe we should call them our “ego boosters” or our “inoculations” against our donors moving to another charity. In any case, what is needed here is not a piece with a lot of “news” articles, like a newsPAPER – we’re not needed as journalists here, we’re looked to as fundraisers, development professionals. So let’s “develop” some continuing interest and motivation in the donors and prospects with whatever we put out there for people to read. Otherwise the money we spend on these kinds of communications is simply wasted, because these “news” articles aren’t any more than mildly interesting.

“But,” you might say, “if these sorts of news articles aren’t helpful, what kind of information would help donors and prospects respond more positively?” We’ll deal with that tomorrow.