Donor communications

Published on August 20, 2013 by

Donors need simple asks – Part 2

In Part 1, I talked about the problem of how to frame a double-barrelled offer.

That is, what to do if you have to develop a promotion where you have to work two benefits into a single offer.

Here are three ways to deal with this issue.

1. Bundle the benefits

I see this done a lot.

It basically involves looking at the two benefits and seeing if there’s a way to link them together under a single title.

I don’t favour this because it often results in watering down the offer. ...

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Published on August 19, 2013 by

Donors need simple asks – Part 1

I’m now working on a fundraising letter for a client that has a complicated offer. I’ve spent considerable time trying to whittle down the offer into something easy enough for donors to grasp when they scan the headline.

This problem often arises when your offer has multiple strong benefits. Note I say strong benefits that each could stand on their own as an offer.

For example, say your charity provides clean water wells to villages in developing countries. So the offer is something like:

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