Year-End Strategy #4: How to Talk To Your Donors About the Economy

The recession is on everybody’s mind, right? Surely it’s on yours. Your organization has had to cut staff and reduce services. You’re in a crisis mode unlike any other time in your history.

Here you are in the time when you’ve needed your friends and donors more than you ever have needed them. And not as many of them are there for you. It’s not a pretty picture.

But, wait! You can’t talk to your donors in your year-end appeal like that.

They won’t respond to a “downer.” Tales of gloom and doom are depressing. The fact that your organization is in trouble is not inspiring.

Want to know what donors will respond to? Messaging guru Kivi Leroux Miller, in her 09 Year-End Fundraising Strategies Telesummit interview, came down squarely against talking about the recession.

“People are depressed enough,” she said. “I think people are tired of hearing about the recession. It’s really old news – and it’s over a year old now. Donors want something to be hopeful about.”

Talk Positively.

Miller recommends that you talk positively about your organization and its future. You tell your donors what you have done to re-size or “re-set” your operations, but in a very can-do manner.

You paint a picture of the terrible growing need out there, but then you tell your donors that your organization is committed to tackling the problem. Invite your donors to join in on the cause; to help tackle the problem; to take action, and to give money.

What you’re doing is presenting the need in a positive light. You’re addressing it with vigor. You believe in success. And you invite your donors to  participate.

This type of talk is a far cry from a “gloom and doom” scenario that is far more common. You can stand out this year-end fundraising season for your positive outlook and your business-like approach to solving problems.