5 Magic Words that Open Doors for Your Nonprofit
These 5 magic words can open doors and get readers to support your cause:
“Here’s how you can help.”
These five words empower your readers to take action. Some
copywriters refer to them as the Ask or the Call to Action.
Why These 5 Magic Words Work
You spend all day immersed in your cause. Your readers
don’t. They don’t know what you need or what to do next.
It’s up to you to
spell things out for them.
After you show readers the problem your cause addresses … give
the statistics … present a news item that shows the need for your ministry …
tell a client’s success story … show how you’re changing lives … after you’ve
taken all the appropriate steps to construct an outstanding appeal, then it’s
time to say, “Here’s how you can help.”
It’s precisely at this point (when you’ve pulled their
heartstrings and justified your cause) that so many organizations neglect to
propel prospects to take action.
don’t use those 5 magic words.
Don't Lose this Opportunity
Once you’ve taken the appropriate steps, it’s time to close
the deal. Don’t lose this opportunity to let others have a part in your
Instead, make absolutely certain you tell your reader
exactly what he can do.
Be specific. Say,
“Here’s how you can help,” and clearly describe concrete steps the reader can
take to make a difference.
- Volunteering. Don't ask readers to volunteer.
Invite them to make phone calls with a
script, sort and label donated clothing or man a booth at a particular event.
- In-kind gifts. Don't assume readers know you need things.
Give them a list of specific in-kind gifts
they can provide, such as computers (for administrative support), carpet (for
the office), canned food (for the next outreach project), or kitty litter (for
the gaggle of strays you’ve just acquired at the shelter).
- Networking. Don't ask readers to tell others about you.
Invite them to post your literature (which you provide) at specific locations. Offer them the opportunity to bring a guest to your activity fair or annual banquet.
- Contact. Don't ask readers to "contact us if you have any questions."
Ask them to fill out a survey. Start a blog and invite them to post.
- Financial gifts. Don't ask for money.
Ask for gifts -- targeted ways their resources can have impact, whether it’s sponsoring a student for a month of after-school tutoring, off-setting the costs of your hotline for a day or a week, or sending a gift to be doubled in a matching grant.
Tell readers, “Here’s how you can help,” make it easy for
them to respond … and doors will open for your wonderful work you never dreamed
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