I promised the participants of my recent appeal letter workshop that I’d share two great resources we discussed.
First, we have an academic examination of the typical language included in appeals. I found this fantastic linguistic analysis last autumn and was surprised it didn’t get more notice in the arts blogosphere (the intrepid Artful Manager covered it). Written by Frank C. Dickerson, Ph.D., the work is based on doctoral research he conducted while attending Claremont Graduate University’s Peter F. Drucker School of Management. Mr. Dickerson has an extensive resume and decades of experience working in fund raising, so we would do well to heed his warning.
What is he saying exactly? Well, the title says it all when it comes to the direct appeal (also known as an “ask” or solicitation letter): “The Way We Write is All Wrong“. He argues that most appeals are written in the style of an academic treatise or worse yet official government documents, which creates distance and alienates the reader. He proposes that we write with personal passion and infuse our appeals with stories that connect emotionally to the reader instead. As a measure of his commitment to public service, he has made several important documents available for free on his website. For that, I’d like to say “Thank you, Frank!” on behalf of independent artists everywhere.
The other important resource is a recent market research report called “The Next Generation of American Giving“.
A landmark research study into the charitable giving behaviors and attitudes of Gen Y, Gen X, Boomer and Mature donors from Convio, Edge Research and Sea Change Strategies. The art and science of fundraising, as we know it, is undergoing rapid and permanent change driven by technology, the imperative to attract new donors, and by the evolving traits of different generations of supporters. This report is a contribution to understanding this change and offers some strategic guidance for fundraisers who are struggling to keep up with it.
This is huge to anyone undertaking an individual campaign – especially given the rapid evolution of fund raising trends & techniques as we now straddle the worlds of the old school (unsolicited direct mail form letter) and the new school (online & email appeals, donating via text messages, Facebook causes etc). You have to provide your contact info to download the report, but in my opinion it is WELL worth it. Nonprofit marketing expert Nancy E. Schwartz agrees and offers a quick summary of the findings.
When looking at these resources together, I think two big takeaways are:
1. when asking for money, effective writing for individuals is completely DIFFERENT than effective writing for grants, so do your homework and figure out how to tell a compelling story (as opposed to demonstrating your capacity for program success via measurable criteria);
and
2. appeal letter writing/campaigning might require just as much work as writing a grant if you want to do it right, given technological advances in digital media and the range of generational preferences relating to communication channels.
What do you think about these reports? Any additional appeal letter resources we should add into the mix?
