Thursday November 6- Reader's eyes

Hi !

I’m a lumberjack and I’m ok: What’s cookin this week 

In this week’s enews…

• Your reaction to a bad data point

• Why less “we” and more “you” will help you raise more

• Learn from the good: Snow angels

• Great post: A guide to donor retention

• On-demand content for you

The solution to the Triple E (enews easter egg) from two weeks ago: The lyrics to this kids song. Some may find it annoying. But that’s the point 😃 

I read a lot of communications from hundreds of organizations- direct mail, email, social media, website and more. One of the biggest mistakes that nonprofits make is using more “we” than “you.”

And it’s costing you donations.

So let’s dive into today’s pain point: Who is making a difference in the community.

Ministry of Silly Walks: The kerfuffle 

A few weeks ago I asked for your reaction to this image- specifically requesting that you put yourself in the shoes of the reader.

And wow did you respond!!!

A bunch of you were very skeptical of that 98% program number. Are they playing games with how they define and calculate overhead?

Some of you wondered what “other” actually means. Others assumed that they don’t pay a decent salary to their staff. I got reactions stating that the organization is not building a sustainable model to continue doing their good work in the future.

The overwhelming sentiment? Upset and mad. Are they implying that any organization that spends more than 2% on “other expenses” is wasting money and can’t be trusted? With so many indirect expenses that an organization deals with, how could it possibly only cost 2% to administer their programs???!!!

I agree with it all. But when a bunch of you stepped back from your nonprofit roles and really looked at it thru the reader’s eyes, you agreed that it looks great. Almost all of a donor’s gift is going to much needed programs and services. And donors will love that.

My message today is NOT to play with numbers, lie, make overhead as small as possible etc. Instead, as year-end campaigns go into full swing, I want to remind you of one of the basic principles and best practices of fundraising and marketing:

It’s not about “we” the organization. It’s about “you” the donor. And it’s about writing from the reader’s perspective.

As you get set to email, call people, meet donors, post on social and more, let’s dive into “we” vs. “you” and why it’s critical to surpassing your year-end goals.

This is an ex-parrot: How to discuss impact

For almost my entire career in house, I wore a hundred hats at once. Today I work with clients who are short staffed and have a million and six tasks to take care of. I know how hard ALL of you work to make the world a better place.

And in case no one has said it to you recently, lemme say it: THANK YOU FOR ALL YOU DO!

As you begin the year-end craziness, you need to remember one crucial point. When you share an impact letter with a donor and it reads “in the last year we helped 3,500 children; we sponsored 1,200 scholarships; we provided backpacks to 5,785 students” you end up forgetting someone mighty important:

The donor.

Yes, I know you did all the work. Spent time inputting data, buying products, dealing with outside suppliers, finding volunteers and on and on. That’s the “we.”

But when you tell donors about impact, it has to be about “you,” the donor.

I do not know how to end homelessness in my neighborhood. But because your organization has an expertise in this area, I donate to your nonprofit in the hope of helping to solve the problem. Yes, it’s a partnership (can’t have one without the other) but when talking to donors, make it more about them than your organization.

This is why I say more “you", less “we.”

That does not mean not mentioning your part in this. You absolutely need to be there! But when it comes to your fundraising communications, review it: The ratio should be 3:1 for you:we.

If you see more “we” than “you,” rewrite.

This year-end, I hope you’ll be leading with gratitude and impact. For both of those types of communication, making the donor feel like they’re doing something amazing is critical to what comes next.

You’re gonna make an ask.

Want them to respond and give? Make them feel all the love at being able to make a positive change in their community.

Look at the communications you’ll be sending between now and December 31. Count the you and we. Make changes where needed.

Supporters need to feel- and know!!!- that their hard earned dollars are going somewhere which matches their values and makes the world a better place. Help them feel that by sharing comms that high fives them.

Watch your retention go up. Watch the amount you raise go up. Watch how you can help more people than before.

That’s the power of “you.”

Spam, spam, spam, eggs and spam: Snow angels

In this section I will share with you something good being done out there by a nonprofit that you can learn from.

Yesterday I arrived in Minneapolis. It’s not snowing but we’re very close to snow season.

The mission of Do Good Wisconsin is to foster a culture of kindness, giving and philanthropy throughout Wisconsin. One of the ways they do that? Snow Angels.

Take a look at a new program they’re piloting this winter.

We all have neighbors who can’t shovel the snow when it falls- due to age, health or other circumstances. Do Good Wisconsin- free of charge!- is providing these signs for those who need it. The goal is to raise awareness and inspire acts of kindness right in one’s neighborhood.

When I talk about great ideas, it doesn’t always have to mean something brand new and out of this world. It can be a simple kindness for a neighbor- one that would mean the world to them. Love this!

I’m sorry, I’m not allowed to argue anymore: A little of this and that

In this section I’m going to share with you great content I’ve picked out that you can learn from.

1. A guide to donor retention. MUST READ!!! (4 A Good Cause)

2. Do fundraising thermometers work? (Clairification)

3. 10 email mistakes you need to stop making (Elastic Email)

4. How to create an in-kind donation policy (Get Fully Funded)

5. 22 free webinars in November for you to attend and learn from (Wild Apricot)

Nobody expects the Spanish Inquisition: Check this out!

HayDay Services has just launched on-demand content- including microlearning audio courses- for busy nonprofit pros who need expert grant writing and management advice on the go at an affordable price.

Discount: Use the code HAYDAY2025 at checkout and receive a 25% discount on all on-demand content until December 31, 2025. Take advantage of this offer and learn from two of the best out there!

🎶 I listened to Bryan Adams “Summer of 69” on an endless loop while crafting this week’s edition.

I’ll be back in your inbox next Thursday with a HUGE announcement. Have a great weekend!