Have you been to a party and ended up stuck in a conversation with someone who talks too much about herself or brags about all the wonderful things he’s done? You roll your eyes in frustration and plan your escape to the drinks table.
Imagine your donors having the same reaction when all your communications sound like one big bragfest that have nothing to do with them. Okay, maybe your appeal or newsletter won’t drive them to drink, but it may end up in the recycle bin, unread.
Yes, you want to share your accomplishments, but you don’t don’t want to sound like that boring person at the party. It’s possible to do this without bragging. Here’s how.
You don’t need to tell your donors your organization is great. They wouldn’t have given you money if they didn’t think highly of you.
Let your donors know they’re great because they helped you make a difference for the people or community you serve. Give specific examples. Because of donors like you, Jane now has a home of her own.
All your communications should be donor or audience-centered. One way to ensure this is to use the word you more than we or us. Is Your Organization Donor-Centered? Find Out by Taking This Quiz
Tell a story
Telling a story is a great way to share accomplishments. Whether it’s in the first or third person, you can give a personal account of how you’re making a difference. Remember to focus on the people you serve and keep your organization in the background. Dazzle Your Donors With a Great Story
Photos and videos featuring the people you serve is another good way to share accomplishments.
Why is what you do important
Instead of the usual laundry list you see in annual reports, such as we served over X number of students in our tutoring program, focus on why that’s important, too. Students in our tutoring program are now reading at their grade level and have a better chance of graduating from high school on time.
Instead of focusing on what you do, let your donors know why it’s important. Why you should probably trash your general brochure
Show don’t tell
Too many newsletters and annual reports ramble on about how an organization is number one in such and such, or there was a crisis and Y organization came in to solve it.
Go back to stories and examples. You can’t ignore your organization altogether, but instead of saying we were the first organization to come in and help the flood victims or we’re the number one hospital in the community, say Thanks to you, residents of the flood -ravaged town now have access to clean drinking water and can start rebuilding their homes or Thanks to you, the new outpatient clinic can serve more people in the community.
How you made a difference is more important than being first or best.
Current donors want to see the results of their gift. Potential donors may be more interested in your reputation, but they also want to see how their donation will make a difference.
A quick checklist
Before you share accomplishments in an appeal letter, thank you letter, newsletter article, social media update, annual report, etc, ask yourself these questions:
- Is this donor/audience-centered?
- Are we focusing on the people/community we serve?
- Are we showing results?
- Are we saying why this is important?
- Are we bragging too much about ourselves?