Urgency vs Desperation

By Deborah Block and Paul Karps

BY MOST ACCOUNTS, these have been tough times for non-profits. Whether due to a volatile stock market, a staggering economy, or a general public malaise (and/or distrust), donations are down - corporate, foundation, and individual gifts alike.

The challenge, then — from a copy perspective, at least — is how best to confront these fiscal difficulties in your direct mail solicitations. After all, as fundraisers, we often find ourselves walking a fine line between emphasizing an urgent financial need versus sounding destitute and desperate for cash.

Here are some tips we've learned, therefore, to help you keep your footing on the right side of that line:

Be positive

First, don't ever forget that needing money is not a crime for a nonprofit. So never — ever — be apprehensive or coy, apologetic or indirect about asking for a donation. It's part of the job. In fact, it is the job.

Second, state the need in as compelling and urgent a manner as you can. If you don't, your reader will simply send her money to a group that really seems to need it.

And, of course, you must ask directly and often for a gift. Don't ask, and you won't get. That's all there is to it.

The key, here, is to put a positive spin on what your organization is going to do with this money. You're going to feed the hungry or free political prisoners or save the environment or fight hatred. You're going to make a difference and do some good.

And while keeping the lights on and paying the bills are obvious prerequisites to anything you'll be doing in the field, it's been our experience that people typically don't give to support this sort of thing. Nobody wants to think their hard-earned dollars aren't going directly to helping kids, homeless people, the environment, or whatever. So zero in on your programmatic work as opposed to operational needs.

Keep looking forward

Since you want to focus attention on your ambitious future efforts, the goal is not to dwell on the negative. It's not necessary, in other words, to declare how gifts are off and you're hurting for cash. And you certainly don't want to raise doubts about some nefarious, underlying reason for that shortfall.

Just remember: No one likes to support a loser. Especially a whining loser.

In effect, you never want to portray your nonprofit as a sinking ship in need of a life preserver. Donors — and prospects — will merely search out another vessel that will deliver them to Salvation Island.

One notable exception is when your group suffers a sharp or unexpected drop-off in government funding. Indeed, this itself can serve as a major reason why you're asking for a gift. It's a common strategy for both public broadcasting stations and social service agencies.

Don't browbeat

The worst scenario, as far as we're concerned, is for an organization to cry poverty . . . only then to turn around and lambaste the donor for being the cause of the problem. Basically, we're up the creek without a paddle and it's because you, Ms. Donor, haven't been giving us enough of your money.

Sound far-fetched? Not at all. Here's actual language used in special appeal mailed by The Conservative Caucus, as quoted in this newsletter back in January 1999: "TCC is not getting the support we need" and "to cover basic expenses for salaries, rent, telephones, copying machines, postage, stamps, payroll taxes and the like, TCC must promptly replenish its cash flow." The group even says it needs money "to pay off past due bills."

That's what we mean by desperation!

Managing Editor Deborah Block and Paul Karps are partners in BK Kreative, 1010 Varsity Court, Mountain View CA 94040, phone (650) 962-9562, fax (650) 962-1499, e-mail Deborah and Paul.