When US copywriting expert Tom Ahern was asked to write a how-to standard desk reference about donor communications, it got him thinking.
This article was first published 11 December, 2017
Mark Phillips, the award-winning founder of Bluefrog London, insists: “The only thing that matters a damn is the donor experience.”
Please note too that for the vast majority of your supporters and prospects, communications will comprise most of their so-called ‘experience’ with your charity. Any impression you make on these donors – good, bad, indifferent – will be thanks to your communications. In fact, your communications will comprise the entire experience most donors ever have of your charity.
For most of your donors, therefore, the quality of your communications will make or break your ‘brand’… if like me, you agree with Marty Neumeier, author of The Brand Gap, who summed it up this way: “A brand is a person’s gut feeling about a product, service or company.”
You build that gut feeling through encounters:
- “I called…