Future Fundraising Now

Why fundraisers want to use jargon -- and why we shouldn't

Let me introduce you to a very useful term: Wat/San.

In the international relief and development sector, it means "water and sanitation programs." It's useful because water and sanitation programs are common and various. Having a short way of referring to them speeds up and smooths out a lot of communications.

A few years ago, I visited projects in northern Uganda on behalf of a nonprofit. One day, I was told we were going to "visit Wat/San."

"Who's Watson?" I asked, labelling myself as the newbie.

At the project site, we were treated to a song and dance performance about the Wat/San project: Young men, wearing traditional tribal clothing, accompanied by drums and mbira, sang in their language. I could make out the word "Wat/San" in their song.

So I learned that in the heart of Africa, where it matters, the term "Wat/San" was well-known, even integrated into the language and culture.

And back at headquarters, everyone but the new intern knows all about Wat/San. Not knowing the term is a sign of cluelessness.

I like hidden knowledge. It pleases me to know this term.

But do the donors?

Probably not one in a thousand.

And that's the problem. Saying "Wat/San" marks you as an insider. And it marks your donor as an outsider.

Which is not a promising way to motivate the donor to give.

One of the most important and effective ways you can empower your donors is to speak their language. Don't make them learn yours.

It behooves you to be educated about your cause. To learn the insider terminology like Wat/San and sustainable and capacity building and at-risk youth.

But when you're talking to donors, keep those terms in your pocket. Use non-specialist language.

(This post first appeared on May 23, 2018.)

Do you care about how many spaces are between sentences?

Studies show that two spaces after a period is more readable than one.

Here's a report on a study in The Atlantic, at The Scientific Case for Two Spaces After a Period. Money quote:

... there was an increase in reading speed of 3% when reading text with two spaces following periods, as compared to one. This is ... an average of nine additional words per minute above their performance under the one-space conditions.

I think all of us old-line two-spacers pumped our fists in the air in a celebration of victory ... and then doubled over in pain because that motion really makes your shoulder hurt. (Or is that just me?)

Being an opinionated writer, I have opinions about the two-space vs one-space "controversy." This is going to be awfully nerdy, so if you're not a nerdy word-person, you might want to move along about now.

• I have no way of knowing if the research was valid, repeatable, or meaningful. But I bet that if that extra space between sentences matters, it only matters a little bit. Do you really think that a block of one-space copy chases away some huge percentage of readers?
  
• I root for two-spaces because anything that lets a bit more "air" into your text, making it less of a solid wall of gray type, has to be good. A far more effective way to do that is to use short paragraphs.
  
• If you're writing for the web, HTML takes away the decision. It's going to show only one space, no matter how many you type. (There's a way to hard-code the extra space in, but let's be realistic -- who's gonna do that?)
  
• Either way, I'm too old to change. I can't not hit that space bar twice after a period. It's as automatic as breathing. I've actually tried. Can't do it.
  
• If some proofreader with time on their hands wants to take the extra spaces out of something I've written, go ahead. I have other things to worry about.
  

So God bless the researchers. This time, anyway.

(This post first appeared on May 16, 2018.)

I'm a writer, not a whiteboard!

"I'll know it when I see it."

If you're a professional writer and hear that, your blood runs cold.

Because it really means, "I don't have time to think about it, and I have no respect for your time."

Put on a blindfold and start throwing darts. We'll eventually hit the middle of the dartboard!

Except you probably won't hit the bullseye. Ever. You might never get close to the dartboard at all.

And it's not just blindly throwing darts. Each "throw" -- assuming it's a serious attempt at effective, readable, persuasive writing -- is a meaningful use of time, energy, and commitment.

Rejected, ignored, tossed out -- because it's not the thing someone will know once they see.

The writer becomes a whiteboard. Scribble something, erase, scribble something else. Except they aren't just quick scribbles. Each one takes hours of time and a lot of energy.

After a few random attempts, the quality starts to drop. The energy fades. The writer goes into survival mode, like a bear in hibernation. Just "on" enough to type out words that more or less do the job.

But Mr. I'll-Know-It-When-I-See-It (let's call him Mr. IKIWISI -- and yes, he's usually a Mr.) keeps sending it back. "Take another stab at it," he says, often using language that shows he thinks writing is a form of violence.

By the time Mr. IKIWISI finally sees "it," it's a weak shadow of what it should have been. Sometimes, that weak-shadow quality is exactly what Mr. IKIWISI was looking for. In any case, far too much time has been spent, and the product is usually ineffective.

Now it's true that sometimes the struggle to put something in writing is actually the struggle to know what you wanted to say in the first place. You know: How do I know what I think until I see what I say?

That "figure it out" stage should happen on a document that's not pretending to be the final public piece you want. There should be a document that puts in writing these things:

• Whom we're communicating with.
  
• What we know about them and what they know about us.
  
• What precisely we want this project to encourage them to do (even if that is just to get them to think about something).
  
• The emotional coloring of the message.
  
• The story we're going to tell to make it vivid for them.
  
• How the writing will reach them. (A letter sent by mail? A web page? A speech?)
  
• Anything else necessary to know -- limited number of words, unusual context, etc.
  

This document might be called the Brief. That's what they call it in the advertising world. It's where Mr. IKIWISI should get all choosy about the message. And once he (and anyone else who should have an opinion about it) agree ...

Then it goes to the writer. (Who usually should be part of creating this document in the first place.)

Now the writer, even this well equipped, can still get it wrong. Even the best writers sometimes miss the mark. But at least they're heading in the right direction. They'll be able to fix it much more quickly than they could with random "stabs."

Here's why this matters: An hour spent up front creating solid, complete, and well thought-out brief will save 10 hours (or more) later on. That's 10 frustrating, wheel-spinning, soul-crushing hours that usually end with a less-effective product.

So use your writer as a writer. And your whiteboard as a whiteboard.

(This post first appeared on May 8, 2018.)

Every fundraiser needs a flair for drama

Serena had cancer, but now she’s well.

That’s a story, or at least the outline of a story.

But is it a story you’d eagerly drop whatever you’re doing to read?

Not really, right?

Unless you know Serena personally, it doesn’t promise much.

That headline/outline reveals a happy ending, so there’s no tension. No “what happens next?” The dark early part of the story is only hinted at. The happy resolution brings no real sense of relief or victory, because there’s no pain or danger to overcome.

Could this story grab your attention?

I can almost guarantee it could.

If the storyteller had a flair for drama. That means the storyteller would hunt for the drama in the story, and then emphasize it in the writing.

Drama is built from these story ingredients:

1. Conflict. In this case, conflict between Serena and cancer. It’s a struggle.
   
2. Tension. During the conflict, the outcome is not certain. It could go either way.
   
3. Humanity. Details about Serena -- her life, her expectations, what she has to say -- help reader connect with her and care more.
   
4. Change. All stories start someplace and end someplace else. Our story may start with Serena getting a cancer diagnosis. Then she goes through a battle. Then the good news finally comes.
   

A writer with a flair for drama will look for these things. They’ll probe by asking questions.

A lesser writer who just wants to get the situation down in writing will just outline the main facts and call it a day.

Which one is more interesting?

Which one will motivate more donors to give?

I think you know the answers!

5 magic words that will boost fundraising results

You’re a good writer. Want to be even better?

Use magic words. Like those from this excellent post at the Bloomerang Blog, at What Are Some Foolproof Phrases And Words For Successful Fundraising Appeals?

1. You. This is how you make the story you tell about the donor and her opportunity to do something great. Fundraising that skimps this word often is about how amazing the organization is. Nice, but it’s not why donors donate!
   
2. Because. An amazing “trigger word” that helps move people toward action. Find ways to use it.
   
3. Thanks. People love to be recognized. Thank them when you ask them. And not just for what they’ve done, but for who they are.
   
4. Small. Don’t ask donors to shoulder the entire burden of solving a big problem like world hunger. Give them something small they can do.
   
5. Immediately. Make it clear that a donation won’t sit around in the bank. It will start making a difference right away. Donors are used to instant gratification in shopping. Get as close to that as you can when you ask for donations.
   

13 ways you kill your productivity

The hardest thing about writing is writing. Staying on task and productive.

Unfortunately, the enemy is most often within. We find ways to be unproductive. Here are some of the ways we do that, from the Publication Coach Blog, at How to kill your productivity:

1. Overestimate the amåount of time you have. You think you have eight+ hours a day for concentrated work? Think again. After email, meetings, interruptions, and all the other things that happen, you’re lucky if you have four hours. Studies show you likely have just over an hour of uninterrupted time each day. Things are going to take longer than they seem they should!
   
2. Underestimate the value of small actions. On the other hand, being consistent with the time you have to work with makes all the difference. Better to write for 15-30 minutes every day than to try to cram it all in in one big session. It really adds up.
   
3. Multitask. Multitasking really doesn’t work. Do one thing at a time if you want to be most productive.
   
4. Allow yourself to be distracted. Turn off email notifications. Shut down everything that might take you off task. Post a sternly worded sign on your door.
   
5. Perfectionism. Don’t try to be perfect in one go. It doesn’t work that way. Especially writing. Writing a messy, terrible first draft. Then fix it in subsequent drafts.
   
6. Not knowing how to say no. You know who they are. They’re good at getting you to say yes to things you shouldn’t do, or things you should have more time to do. You need to find a way to say no!
   
7. No work routine. It really helps to do similar tasks at the same times every day.
   
8. Not automating recurring tasks. Find ways to make those things you keep doing easier. Especially infrequent recurring tasks -- create checklists to minimize time spent getting up to speed.
   
9. Too many meetings. Avoid as many meetings as possible! Some meetings are necessary, but most are just productivity-killing time-wasters. Get out of as many meetings as you can!

10. Not tracking results. This may sound awkward and unnatural, but tracking your time -- the way they do in law and advertising -- can really make you more productive. You’ll be a lot more informed how long tasks really take after doing this for awhile.
    
11. Unrealistic goals. Project timelines are typically built on wishful thinking, not realistic knowledge. Be part of the solution by being as hard-nosed and realistic as possible.
    
12. Not enough downtime. You will take downtime, whether you intend to or not. Build it in, and your work will be better.
    
13. Not enough accountability. If you don’t have someone expecting you to hit your deadlines, you will miss more deadlines. Make accountability part of your process.
    

The most misused phrase in fundraising

Your gift will...

This might be the most common phrase in fundraising.

And the most misused.

Your fundraising message should contain some version of Your gift will... pretty much every time. It's a key statement that lets the donor know what their donation makes possible. Without that, you've left out one of the most important reasons donors will give: to make something good happen.

The misuse of Your gift will... is when it doesn't follow an actual ask.

If you haven't said, Please give, telling them what their unasked-for gift will do leads to lower response.

I think the common misuse of Your gift will... stems from a reluctance to come right out and directly request a donation. Maybe they'd rather assume a gift without making it clear that's what they want.

Sure, many donors do give without it. They were planning to give in the first place.

But that's not everyone. Some readers haven't decided what they're going to do, and may not even realize that a charitable donation is what's on the table here. When you don't ask, they may not know what you want.

To rephrase the Good Book, "Don't ask, and you won't receive."

If you want people to donate, say so. (And say so more than once.)

Then tell them what their gift will do.

5 tips for overcoming distractions that crowd out your writing

Distraction is the enemy of creativity. Especially writing, which seems to attract distraction like a magnet attracts iron shavings.

Two frightening facts:

1. The average person is distracted every 40 seconds when working at their computer.
   
2. On average it takes more than 23 minutes to get back on task after these interruptions.
   

That’s not good!

Here are some ways to beat writing distractions, from the Publication Coach Blog, at How to harness the power of distraction free writing:

1. Reduce your goals. Make your goals smaller, more reachable. Too-big goals can become barriers that invite distractions.
   
2. Write first. Write in the morning, before you do other things. For many people, those first few hours of the day are when we can best stay on task.
   
3. Do your research before writing. Separate research and preparation from writing. When you do this, the endless rabbit-trails of research won’t bother you while you write.
   
4. Turn off your technology. Shut down all the conveniences that interrupt you, like your phone, or those tempting little beeps when emails arrive. It can all wait. Many of our tools now have distraction-free modes, and there are also apps that can give you the quiet you need.
   
5. Find an accountability partner. Knowing you’ll have to report your progress to a human being can really help you stay on task. Find a partner or a group that can be that for you.
   

Why so much writing is so bad, and how you can avoid it

Hard-to-read writing is bad for fundraising. It decreases response.

Why does it persist? I think it’s mainly three factors:

Sloppy writing

Easy to read is hard to write. It takes care and attention to write clearly and make things simple.

First drafts are often complex. That’s okay, even inevitable. As long as you revise for simplicity. Many writers don’t bother with that. Those who do one last draft for simplicity essentially have a communications super-power.

Bad teaching

Sometimes, though, it’s not just sloppiness. Some writers consciously and carefully make their writing difficult. Often because college writing teachers tend to require students to write long, complex sentences and use sophisticated vocabulary. That may be considered “elegant” in some circles, and it has its place. But for readers, it’s just hard to read.

Most writers’ last (and only) training in writing happened in college. It’s what they know. We were rewarded for writing complex copy; sometimes we were penalized for keeping things simple.

In fundraising (or any form of writing where you need to influence people who are not required to read your stuff), keep it simple. Most of us need to “re-train” as writers after school. Banish that English teacher from your brain who tempts you to to academic elegance.

Elitism

Some professions keep outsiders outside by using specialized, jargon-packed, complex language. If they made it easy, they wouldn’t be so special. Advanced vocabulary and jargon are often ways to signal I am educated or I am an insider.

That’s not appropriate for fundraising. We need to practice inclusive writing that invites people in. It can be difficult to step outside of the elites we want to be part of.

But it’s far better to open your heart and your mind and write to connect with everyone who’s interested ... not just your in-group.

The secret to good fundraising writing:

• Write with care, taking the time to simplify.
  
• Ignore most of what you learned about writing in college.
  
• Write with an open, inclusive attitude.
  

When you can’t face writing: 5 tips

It happens to everyone: You have to write something. But you can’t make yourself do it. But you have to.

Yes, it’s weird. And normal.

Here are five ways to help yourself move forward from Publication Coach at How to write when you don’t want to:

1. Start doing something different, instantly. When you notice you’re stewing about not wanting to write, walk away from your desk immediately. Go for a walk. Talk to a friend. Break the cycle of negative thinking.
   
2. Immediately reduce your goals. Sometimes the reason you don’t want to write is because the task you face is overwhelming you. Break it down to smaller goals until you’re facing something you know you can accomplish. You can come back for the rest tomorrow.
   
3. Adopt a growth mindset.
   Having a growth mindset — meaning you believe it’s possible to learn to do anything better — means you see problems as obstacles to overcome, not roadblocks. Researcher Carol Dweck has shown that a growth mindset predicts success far more reliably than talent. As well, if you do more of something you’ll inevitably get better at it.
   
4. Abandon perfectionism. Give yourself permission to write a crappy first draft. You’ll fix it later. Really, almost all first drafts are crappy whether you give yourself permission or not. Write in the real world, not the fantasy one your perfectionism creates.
   
5. Take better care of yourself. Be nice to you. Make sure you’re comfortable, not hungry, warm or cool enough. It’s easy to let discomfort get in the way of progress -- because some part of your brain says you “deserve” to suffer.