Audience is Key
Submitted by webmaster on Tue, 01/24/2012 - 13:30
My high school speech teacher drilled this simple phrase into our heads before each speech — “Know Your Audience.” It’s also a critical point to remember when creating appeals.
Do you know what factors most influence the success of direct response fundraising appeals? Experts in the industry generally agree on the following:
Audience selection – 40%
Offer – 30%
Creative (Copy/Format/Design) – 30%
We often focus our attention on the creative. As well we should. But don’t lose sight of the importance of careful list selection.
Select individuals with high interest in your cause, as demonstrated by their past giving patterns. And know who will be receiving your appeal as you develop your offer and creative approach. Knowing your audience helps to effectively communicate your message.
You would not ask a new donor for a second gift in quite the same way you would ask a former donor to renew her support. Adjust your writing style to fit your audience.
Develop a profile of your target audience. Then write your letter to a specific person you know who fits the profile. This will ensure that the tone and approach is appropriate.
Kristen M. Egan, CFRE Account Director