Don't Lead with Need.

Today's Donors Need Positivity NOW.

No matter where on the political spectrum we fall, one of the words people most frequently use to describe how they are feeling these days is “powerless.”

People are dismayed, discouraged, hopeless, at a loss… it’s not a pretty picture.

The good news is, as a nonprofit, you can help with this AND capitalize on it at the same time by practicing Positive Fundraising.

Put simply, Positive Fundraising is a strategy that makes your readers a part of the solution, right from the get-go.

Fundraising authority Joe Garecht writes, “When reading your donor communications (including your fundraising letters and e-mails, your newsletters, your website, viewing your videos, etc.) your donors should feel inspired. They should feel like your organization is making a huge positive impact in the world (or in your local community) and that they can be an important part of that change.”

It's obvious when you stop and think about it but you'd be surprised at how many organizations lead with doom and gloom instead.

So, how does this work in practice?

Don’t start your communications by painting a dark picture of a problem, or by asking donors why they’ve lapsed. And, don’t share bleak images of suffering or heartache. Those images can certainly be effective, but now is not the time.

Now more than ever, people want things to feel good about. GIVE THE PEOPLE WHAT THEY WANT.

Now is the time to start with a success story. Lead with inspiration. From your very first word, create a vision for your readers where, with one small step, they can become heroes. Take your donors by the hand and show them that they can be the change they want to see in the world. Now. Easily.

It’s a small shift, but it’s an important one. And, it's one whose impact will be multi-fold.

With this one tiny perspective tweak, you'll raise not only your donor’s sense of efficacy, but also your own bottom line.