What would our community/world be like if our organization ceased to exist? It’s the time of year for us to channel George Bailey and think about how our organizations – and our donor-investors – can leave a meaningful mark. How do you answer the question?
This question should be at the heart of crafting our mission statements. Yet most mission statements do a poor job of describing why we exist, choosing to focus on what we do. Who really cares what we do if it’s not pointed towards an inspiring goal? To paraphrase Lewis Carroll
We don’t want our donors to take any road. We want them to choose a particular path that will help us achieve our mission. To point donors in the right direction, we need to inspire them and demonstrate how their investments, through us, will result in a wonderful life – for people, pets, the planet, etc.
Take a look at your communications materials and website. Are they inspiring? Do they talk about the impact of your work? Do they tell inspiring stories? Can people visualize the transformative impact they will make with their gifts?
George Bailey needed an angel to show him the way. Be an angel to your donors.
Please share other great examples of inspiring donor communications. ‘Tis the season for sharing and giving. Happy Holidays!