Is your fundraising boring you to death

By Wayne Gurley
President & Creative Director

I once had a client who told me…

The mailings you create for us are SO BORING. But they are so successful.”

I halfway expected him to ask me to put pictures on the envelope, or the letter, or both – to spice things up.

But he didn’t. He was happy with the results.

So, he let me continue raising money for his organization.

Your mailings aren’t meant for you.

I told my client he wasn’t the intended audience for his appeals, and that his donors weren’t as bored with what they were getting as he was.

In fact, I said his donors weren’t paying that much attention to what he was sending out.

This is evidenced by the fact that the vast majority of donors and prospects don’t respond to fundraising appeals.

But enough of them DO respond, which makes it all worthwhile.

Change isn't always good.

People in charge of fundraising ALWAYS get tired of their packages, messages, emails and strategies way sooner than anyone else.

The temptation is to change things, and that's not always a good idea.

Repeating the RIGHT messaging is crucial. Donors love familiarity. As a result, they can easily recognize what you're sending is from you.

And if the results are still good, you shouldn’t change things just for the sake of changing them.


Seth isn't bored.

Marketing Guru Seth Godin talks about this in his post, “Boring to Who?”

Says Seth...

"Sometimes, marketers, musicians or speakers dig themselves into a solipsistic rabbit hole.

"They’ve heard their stuff before. They think everyone else has too.

"You’re not speaking up to entertain yourself. You’re here to teach the next group of people who need to hear from you.

"Empathy in communication requires you to repeat the stuff that works as you continue to explore the next layer of what might work even better.”


“Don’t go changing to try to please me…"

I'm reminded of Billy Joel’s 1977 hit song, “I love You Just the Way You Are.” A few of the lyrics could have been written by a donor…

Don't go changing to try and please me
You never let me down before
And don't imagine you're too familiar
And I don't see you anymore

Don't go trying some new fashion
Don't change the color of your hair
You always have my unspoken passion
Although I might not seem to care

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