I recently received an email from Anne Burns, the new fundraiser at my high school. Nothing new at first glance, since I’m constantly receiving giving appeals from Baldwin. But when I took a second glance at the subject line–A New Face in the Advancement Department–I decided to open the email.
What I found was a warm introductory note from Anne. Here’s how she earned my interest and wins my heart (a first for Baldwin, where I usually leave the giving to others):
- She tells me her career story — "In the last 11 years since I have left Baldwin, I have had three jobs..."
- She makes me feel that my alma mater (and hers) is special, in a way that reminds me of my own experience there — "Walking through school on my first morning, I actually had that back to school feeling that I haven’t felt in ages."
- She offers to help me out in any way that she can — answering a question, responding to a suggestion — so it’s not the usual one-way request conversation.
- She encourages me to act now, while I’m thinking about Baldwin, and makes it easy for me to do so via email or phone — "Now we need your help nominating outstanding alumnae for three honors."
- She closes with an extremely personal story, generating even more investment on my part and ensuring I’ll remember this email for longer than the norm.– "My husband and I are expecting our first child in about two weeks, but I’ll have access to email throughout if you want to be in touch." Talk about accessibility.
Well done, Anne. Take a cue from Anne and communicate with the kind of personal touch that casts a spell (in the most authentic, positive way, of course) on your organization’s target audiences.
Learn more ways to connect with your audiences in:
5 Tips for Writing Nonprofit Marketing Copy that Works
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