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Mark Grimm recently presented an AFP webinar on the financial impacts of compelling messages. He says your communication has to show impact in less than 15 seconds! The way to do that is through simple, clear, precise language. He suggests achieving clear messages by ‘peeling the onion,’ over and over, until the focus is on core benefits to the reader (potential donor). The focus has to be on the reader, not the writer and his/her perspective from within the organization.
“You are proving to the donor you are making the change in the world the donor wants to pay for.” ~~Robbe Healy, Farr Healy Consulting
Clarity is the Issue
- Simplicity: uncluttered; no jargon
- Precise: no extra words; only what is important
- Benefits, not services/programs: what the organization really delivers to everyday people
- Prove it: select data that ‘tell the benefit story’
- Emotion and reason: use testimonials related to the top three impact areas
- Human face: connect with the reader with eye-catching visuals
By writing with clarity, (potential) donors are more easily drawn into your message, mission, and impact—and, more likely to find what they want to pay for. Once donors invest in your organization, thank them and ask why they gave a gift. Simple, yet so seldom done. Their answers will help build relationships and further clarify your next message.