March 21, 2024
Patricia McMurtrie, Annual Giving & Outreach Manager, Gathering Waters: Wisconsin’s Alliance for Land Trusts

Level Up Your Career and Skills with an AFP Scholarship

 

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Take your career to the next level with a scholarship from AFP Greater Madison.
AFP Greater Madison takes the philanthropy profession very seriously. So seriously, in fact, they provide scholarships to help fundraisers further their careers.

I know this to be true from first-hand experience.

Professional Development Scholarships can help you take advantage of unique learning opportunities.

Last fall, I applied for and received a scholarship to attend the Nonprofit Storytelling Conference. The experience was amazing!

The two-and-a-half-day conference featured an incredible lineup of fundraising experts. Fifty-five sessions covered various topics, ranging from capital campaigns to “weeds” in your direct mail appeals.

One highlight of this learning opportunity was the Storytelling Masterclass.
This panel discussion featured Jen Love, John Lepp, Jeff Brooks, and Steven Screen. These four direct response professionals answered questions from the audience. When asked about the magic words of fundraising, all four speakers agreed there is no such thing. But they offered some words and phrases that could drive better results.

  • Thank people for who they are, not what they’ve done. “Your kindness and generosity will make a difference for . . .” instead of “Your generous gift will make a difference for .  .”

  • “You” is glue. When writing appeals, use the word “you” up to four times more than the word “we.” When you use the word “we,” use it in conjunction with a message about the greater community. For instance, “Together, we were able to . . .”

  • “Because” is also a powerful word when combined with a “you” message. One of the most powerful sentences you can write, starts “Because of you . . .”

 

Another person asked about the best way to start a direct mail letter. Each person on the panel took a turn answering the question. Here are a few of the tips mentioned.

  • Do not start your direct mail appeal with a “thank you.” Readers skim written letters. If you start with thanks, many will think that’s your message. They won’t feel the urgency to read on or give a gift. Save the thank you for later.

  • Always include an “ask” in the third paragraph and five other times in a four-page letter.

  • Start the letter with, “You’re receiving this message from me because . . .” or “I’m writing to you today because . . .” These phrases help you get to the message quickly.

  • Consider key elements when crafting a letter. What’s the offer? Who’s the right person to write this message? Take your reader on a journey in the first few sentences. Capture their imagination and interest.

  • The best fundraising appeals follow a basic outline. They present a problem, suggest a solution and an action the donor can take. Present a sense of urgency. Fundraising letters should sound breathless – like you just ran into the office to type it out to a friend.

The panel suggested that one of the best things we can do is offer donors a human touch. Our donors want to connect with real people within our organizations. Give donors great gratitude, great stewardship, and great cultivation and we’ll have success.

These are the pearls of wisdom gleaned from just one session at the Nonprofit Storytelling Conference.
But I would be remiss if I didn’t mention the wide array of topics available to attendees.

The conference offered workshops about legacy giving, working with major donors, and creating monthly giving programs. Other sessions taught us how to cultivate curiosity and confidence as storytellers and how to use the science of emotion in our fundraising. There were also opportunities to learn about creating gift catalogs, matching campaigns, videos, and so much more.

I walked away from the conference with validation, a renewed sense of purpose, and a few goals to work on in the coming year.

I’m so thankful that Gathering Waters and AFP Greater Madison are committed to professional development.

If you tell stories, write appeals, or work with major donors, you may want to check out the 2024 Nonprofit Storytelling Conference.

I’d also like to encourage you to check out all the scholarships available through AFP Greater Madison. To learn more, visit https://www.afpmadison.org/scholarships.

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