I’ve lost count of the number of times I’ve taken the opportunity to spotlight a Mercy Corps communication piece, but that doesn’t stop me from putting this nonprofit front and center yet again. If you’ve kept track of my past installments of Power of Storytelling, What’s In My Inbox, and What’s In My Mailbox, you probably have a clear understanding of why. When Mercy Corps reaches out to their supporters, they do a lot right, and it’s worth mentioning so that you can take note. But in their most recent email, they’ve shifted their voice over to the other side by inviting a long-time donor, Carol Montgomery, to be their ambassador. The emphasis here is on storytelling, being the change, and encouraging monthly giving. It’s on gratitude for coming so far and making the world shine brighter. It’s the unequivocal understanding that great work isn’t possible without great people; passionate donors who genuinely are the change they want to see. In Carol’s case, she’s been the change for over 20 years.
Her account is a powerful case for support, and while the opening “Dear Friend” isn’t the ideal beginning, the faux pas can’t take much away from what is a rallying, encouraging, and welcoming letter that could potentially result in enthusiastic participation from fellow donors who are inspired to join in. The letter speaks for itself, and you can check it out below.
Have you ever invited your donors to share their perspective, to step up and be an ambassador for your organization? How did the audience respond to it?
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I can’t wait to meet with you personally.
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