How human is your organization in your donors' eyes?
It matters. Because a "human" organization is one they can connect with. And acting human can be hard for some organizations, especially larger ones.
Here's some help from re: charity, at Be Human: How Your Nonprofit Can Better Connect With Donors:
- Sell Who You Help, Not Who You Are
- It's We, Not Me ("we" includes the donor!)
- Use Emotion
- Respond, Respond, Respond (any time someone connects, it's an opportunity to deepen the relationship -- if you respond!)
- Nix The Jargon
- Don't Force It (connect as much as the donor wants; don't be a stalker!)