The first lesson on not being boring is that you need to look at what you’re saying from the point of view of the reader or listener.
Because you’ve invested your time and your effort in the project saying “We’ve just put on a new station in Nameavillage” will excite you. But most people (who aren’t you) will go “So What!”
OK so lets break it down.
- “We’ve” – wrong wrong wrong! Remember the donor is the hero of the story- not you!
- Make it a Story. “Joan was nearly in tears as she told me how the new station has given her hope. She was so grateful to you for…” Hello, now that sounds more interesting…
Here’s a quote from fundraising guru Jeff Brooks – from his website on the difference between boring, self-centred fundraising and being interesting and relevant to donors:
| The Boring Way | The Interesting Way |
| Numbers: We were founded in 1952 with just two staff. Since then, we’ve grown to 64 FTEs who serve more than 1,200 beneficiaries during any given week. | Stories: The night before we met John, he tried to drink himself to death. |
| Processes: Our three-step counselling system heals our clients physically, psychologically, and spiritually. | Outcomes: John spent years as a hopeless alcoholic, a drain on our community. Now he’s free from drink, a good dad, a taxpayer, somebody you’d be glad to call a friend or neighbour. |
| Philosophy: We believe … | Action: You can accomplish … |
| First person: I, We | Second person: You (the donor) |
There’s no excuse for being boring!