writing to a donor’s heart · 2016-09-14 · writing to a donor’s heart exploring story and...
TRANSCRIPT
Writing to a Donor’s HeartExploring Story and Language that
Compel Donors to Give
Betsy Stewart, City of Hope
HAVE A PEN READY!
ALIVENESS
Good writing has an aliveness that keeps the
reader reading… It’s a question of using the
English language in a way that will achieve the
greatest strength and the least clutter.
–William Zinsser
Today we will talk about…
• Why writing
• Where we fail
• Speaking to a donor’s heart
• Bright examples
• How to steal like an artist
“You will learn to write by writing.”
The SIX WORD STORY
But why?• We will never not be important
• Even more platforms
• Competing for attention
• We have to do more, and better!
“Everything that needs to be said has already
been said. But, since no one was listening,
everything must be said again.”
– Andre Gide (French writer)
That time I failed…
• How does this
make you feel
about City of Hope?
• What does it make
you want to do?
• What’s missing?
Components of a case
•Problem [Cancer kills people]
•Solution [Research leads to new therapies]
•Credibility [We can do it better and faster]
•Ask [You make it possible!]
Build an argument
• Goal is to change behavior
• Make it understandable (be simple & concrete)
• Make it memorable (be unexpected)
• Engage emotions (use narrative)
Cultivate a connection
• How do you want your donor to feel?
• What do you want them to do as a result?
• Communicate that you know who they are
• Take yourself out of the equation
Don't ask donors to
support your cause.
Show them how your
organization can help them
support their cause.
– Jeff Brooks,
Future Fundraising Now
Photo Credit: Alabaster Mobile Clinic
[bright examples]
Think like a writer
• Eliminate jargon.
• Be precise. Cut clutter.
• Make it active.
If it sounds like writing, re-write it.
-Elmore Leonard
Write with the door closed, rewrite
with the door open.
– Stephen King, On Writing
Be like a writer
• Collect ideas.
• Carry pen & paper.
• Steal (just don’t copy!).
• Learn from others.
• Read a lot, all kinds of things.
Resources
• Made to Stick by Chip Heath & Dan Heath
• Seven Faces of Philanthropy
• On Writing Well by William Zinsser
• Future Fundraising Now (blog)
• Your colleagues at other institutions
• The experts at your own institution
Questions?
Betsy Stewart
Director of Proposals (for individuals)
Office of Philanthropy
City of Hope
www.cityofhope.org