Take a second and put yourself in your donors’ shoes. Your donors want to feel inspired. They want to feel that they’re making a genuine difference through their gift.
So imagine how I felt when I opened this email today…
This is from an organization to whom I used to make monthly gifts awhile ago. But I quit shortly after never receiving a single thank you after nearly a year of donations. This is one of the most tired, most lackluster, most organization-centered e-appeals I’ve ever received. It’s all about them because they’ve made it so. It comes off as just another item on the task list without any genuine thought put into it. ‘Help us meet our target.’ Is there supposed to be some urgency here, ’cause if so, it has eluded me. I certainly don’t care about your vague “Spring Fundraiser,” or your target!
And yet I know that the work that they do is critical to a thriving democracy, because that’s what drew me to them in the first place. But there’s not a single hint of inspiration or anything else that truly compels me. If anything, this email reinforced my initial sentiment that severing my monthly gift cord was a bright idea.
I think I’ve offered you enough insight into how this email made me feel. How do you feel when you read it?
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I can’t wait to meet with you personally.
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