Sue’s Muse

There are good copywriters in this business, and there are great copywriters.  I have been fortunate to work with a number of the great ones … but one couple stands out for their down to earth advice and, of course, great copy. 

I am talking about award winning writers Deborah Block and Paul Karps of BK Kreative. 

Deborah and Paul have been writing copy for over 20 years and I got to know them back in 1996 when working for an advocacy group in DC.  I was just getting into the direct mail side of fundraising and they gave me some of the best advice I have ever received …

“The power of direct mail is the one on one communication between the signer and the reader … copy should be warm, personal and friendly … written from the recipient’s point of view … focusing on the tangible and intangible benefits to the reader.”

Sounds easy, right?  Yeah well … as I read all the copy recently coming to my mail box and email inbox, I sometimes think these simple ideas are being ignored.  After all, if you want to inspire someone to action … and, as fundraisers, we know that action is making a donation … you have to spell out how the reader is a part of the solution and explain how their gift will make a difference.  Not just infer those points … really lay them out.

Never forget that the donor is more important to you than you are to the donor!

For more advice on creative copywriting … you can read Deborah and Paul’s monthly column in Mal Warwick’s Monthly Newsletter.  The October issue focuses on “Converting Volunteers to Donors.” 

Enjoy!

Sue

Ever been to an airshow?  Ever watched English comedy?  If either of these things appeals to you, then I offer up a little diversion before the holiday weekend. 

The Brits have a fantastic RAF air display team called the ‘Red Arrows’ … much like our US Navy display team, the ‘Blue Angels’.   Here is a little video forwarded to me by my own RAF aviation enthusiast. 

I hope you enjoy this Monty Python-esque air show display … featuring the Red Sparrows!

Have a great weekend!

Sue

Is your organization still hampered by the thought that “If we could just get our name out there, our funding troubles would be over?” 

Not according to Derrick Feldman, CEO of Achieve LLC.  In a recent article from AFP eWire, Derrick talks about raising awareness through your organization’s programs and the people you help.

How many times over the years have we heard from legendary copywriter Jerry Huntsinger, direct mail guru Mal Warwick, and major gift expert Karen Osborne … simply tell the story of how your organization makes an impact on the lives you touch?  Yet somehow, we continue to talk about “the mission” instead of those we serve. 

As you focus on your year-end giving … tell your story … share your successes and get others to pass on your good works.  With that winning combination … you can’t help but grab people’s attention!

Regards,

Sue

Do your subject lines grab your readers attention?  Are they compelling enough to persuade your readers to  click and look further?  Once they are there, is your content compelling enough to make them read on? 

Need some help deciphering these tricky waters?  If so, then ‘Network for Good’ has just released its Nonprofit Email Marketing Guide: 7 Steps to Better Email Fundraising & Communications, including strategies, tricks and messaging techniques that will get your constituents humming!

The guide has some great tips, no matter what your organization’s size.  Have a wonderful weekend and happy reading.

Regards,

Sue