| When you write your donor newsletter stories, | | | | Vera and Jack Duckworth have another row and |
| do you write to one reader at a time? One | | | | I know which choice will prevail over your donor. |
| person writing to another? Or do you make the | | | | I'm not saying your newsletters need to read like |
| common newsletter mistake of writing from "us" | | | | a scene from a soap opera. I'm just saying your |
| to "them?" | | | | newsletters need to speak to your readers one |
| Direct mail donors are individuals. They donate as | | | | at a time. Here are some tips on making your |
| individuals. And they read your newsletters as | | | | articles, columns and reports speak to each |
| individuals. If you want your newsletter stories to | | | | reader (each donor, that is) as an individual. |
| inspire them to donate again, you must write to | | | | 1. Avoid formal language |
| them as individuals. And write as a human being. | | | | Avoid bureaucratese and institutionalese. Don't say |
| For example, does the following paragraph sound | | | | "the species under investigation exhibited a |
| like it was written by a human being or a | | | | one-hundred percent positive mortality response" |
| committee? | | | | when you can instead say, "the seals died." |
| "The new Rehabilitation and Geriatric Research | | | | 2. Write in a colloquial style |
| Centre will enable fulfillment of the existing | | | | Don't talk about your leadership as "the hospital |
| potential of the research groups to be local, | | | | management." Talk instead of "Hospital Chairman |
| provincial and national leaders in the areas of | | | | Brad Phillips and his team." |
| rehabilitation and geriatric medicine." | | | | 3. Write about people using their first names |
| When your donor reads a sentence like that, she | | | | Don't call a client of yours Mrs. Yamadija when |
| expects to hear a voice saying, "Your call is | | | | you can call her Sonjay. First names are informal. |
| important to us. Please wait for the next available | | | | Last names and titles are formal. |
| agent." Writing like that lacks warmth, lacks colour, | | | | 4. Avoid high-falutin' mumbo-jumbo |
| lacks humanity. That's why your donor won't read | | | | Consider this phrase from a donor newsletter: |
| it. Not for long, anyway. | | | | "This new environment will facilitate synergy." |
| Give your donor the choice between deciphering | | | | What does this mean? The writer knows. Maybe. |
| what "enable fulfillment of the existing potential" | | | | Your typical donor does not. Enough said. |
| means or watching Coronation Street to see if | | | | |