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Today’s email comes to us via fundraising consultant Mary Cahalane of Hands on Fundraising. Mary writes:
“We all get a great deal of email. Much of it never rises above the noise. But once in a while, one stops me. And makes me glad I paused.
To be fair, it comes from an organization close to my heart. I spent almost 12 years at Hartford Stage, working in every area of fundraising, and eventually becoming the Director of Development. It was exhausting, it was exhilarating, it was painful and joyful and a very important time in my life. It was where I became a fundraiser and so much more.
So I’m a little biased. But fear not. My analytical side always comes out when I read any fundraising appeals.
Here’s what I liked.
The letter opens with a reminder of the quality of Hartford Stage’s work. Darko Tresnjak, the theater’s current artistic director, takes us with him as he accepts the Tony Award. It was a pretty exciting moment, but he shares it with gratitude.
Good start. Gratitude is always good.
He keeps it up as the message continues. Darko makes sure the reader knows he or she is part of the family. Darko, a native of the former Yugoslavia, uses the emotional imagery of “home” to make the reader feel both welcomed and welcoming. The phrasing subtly underscores what we want to believe about ourselves. And that’s pretty powerful stuff. Neuroscience shows telling people they’re kind or generous is likely to make them behave that way.
Finally we come to the ask. Though the message itself wasn’t personalized, the ask amount is, and that’s nice touch.
So good job, Hartford Stage. It’s awfully nice to see you doing so well!”
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I can’t wait to meet with you personally.
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