Consistency — always being yourself in your donor communications. Creativity — always being interesting in your donor communications. Impossible to be both? No. But it’s a constant challenge. Keep your logo intact. But vary your graphics. Don’t let “branding” dictate too much of your look.…
When you’re communicating with your ministry’s donors, writing in plain English is important. But in direct mail especially, it’s also wise to go beyond common English, turning an appeal letter into a virtual transcription of the spoken word. No, the letter doesn’t wind up looking like a formal business communication,…
Colloquialism — just a big fancy word for not using big fancy words. Forget about perfect college-paper composition when you’re writing a letter to your donors. Write from your heart. Fancy, stilted, or sophisticated language may be appropriate for highbrow academic articles and books, but when you send…
As we shared in Part 1, we’ve figured out that despite what you might think, the majority of your donors are: Women. Probably older than you prefer. Today, we’ll continue with more about your typical donor … She is busy.…
Do you want to understand your donor, so you can communicate effectively with her? Here’s what we’ve found out about donors after years and years of studying them: She is far more typical of all donors to Christian ministries than…
Some ministry marketing functions make money directly; others don’t. That’s okay. We encourage ministries to go beyond this “some-functions-won’t-make-money” view … all the way to a “some-functions-should-actually-lose-money” view. Because donors are valuable members of the ministry family, and their role is overwhelmingly one of giving rather than…
Ministry “schizophrenia” and “masochism” have a variety of side–effects, and ministries that suffer from these diseases concoct a number of responses to deal with them. There’s a strong tendency to take aspirin for the symptoms, instead of doing the hard work of transplanting the heart — getting a whole new attitude about…
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