| Sometimes you want your donors to get angry - it's | | | | Send a bill |
| one way to move them to action in supporting your | | | | Yep, instead of a request for help and an |
| cause. | | | | impassioned message giving them a solid reason why |
| - Make them angry that dogs are abused. | | | | their help is so important, just send a statement in |
| - Make them angry that children are going hungry. | | | | the mail. |
| - Make them angry that adults can be illiterate in our | | | | I got one of those today from a well-known charity. |
| society. Make them angry that mothers are abused. | | | | The outside of the envelope says, in big bold red |
| - Make them angry because wild lands are being | | | | letters: "Statement Enclosed." |
| destroyed. | | | | Inside the message says "I'm deeply concerned |
| Whatever your cause, there is probably some reason | | | | because our records indicate..." It also says "Time |
| for your potential donors to get mad and decide | | | | sensitive - Respond ASAP." |
| they want to help do something about it. | | | | After that it goes on to give the reasons why my |
| That's the good kind of angry. It's the kind you can | | | | help is needed. But you know what? They had |
| create by telling a story, exposing an injustice, or | | | | already lost me with the envelope. |
| making a prediction about life in the future if this | | | | How dare anyone presume to send me a bill, |
| problem isn't solved. | | | | indicating that I owe them a donation? |
| That's the kind of angry that joins with your own | | | | In today's troubled economy you have fewer people |
| anger and fuels the desire to help. You can stir it up | | | | who are able to give - and those who do will choose |
| with your well-considered words in a fundraising | | | | carefully. They want to know that their money will |
| letter, a brochure, and your website. | | | | be spent wisely, and that the organization they |
| But there's another kind - the kind that is AT you. | | | | choose will actually appreciate the help. |
| Here are just a few ways you can create that kind: | | | | Even if your particular cause is their passion - there |
| - Fail to acknowledge donations. | | | | are probably other organizations devoted to the |
| - Just don't bother to send a thank you note. | | | | same cause. That means they have choices - and |
| - Brush them off if they want to volunteer to help. | | | | they can choose the non-profit who will make them |
| - Ignore them when they attend your events | | | | feel the best about giving. |
| - Don't bother to tell them how you spent their | | | | Face it - every person wants to feel important. Your |
| money, just ask for more | | | | job is to make those donors feel important and |
| - Make them feel that they didn't give enough | | | | valued even if all they could spare was $5. |
| And here's one that can really create steam rolling | | | | So be careful. Generate anger, but make sure it's |
| from a donor's ears: | | | | directed with yours - and not against you. |