Show confidence in your cause

At the 2008 Blackbaud Conference for Nonprofits, Timothy Winkler, CEO of Winkler Consulting Group here in Charleston, indicated that "being a fundraiser never means having to say you're sorry".  Donors don't want to hear apologies about the state of the market, and you don't want to give the impression that you feel guilty for taking their money.  This broadcasts the message that your nonprofit really isn't that important - completely the wrong message to send!  And it gives the donor a negative feeling about the gift they have just given, which may deter them from giving again, and again, into the future.

During a recession, as always, it is important to show confidence in your cause.  Where Direct Marketing is concerned, keep this tip in mind when creating your asks.  Rather than apologizing for taking a donor's money, indicate the tremendous need for that money (now more than ever?), and demonstrate the sorts of causes you will be applying it to.  Don't be negative about the economy - donors have already heard enough about that!  Instead, remain positive about the many great things that your organization is doing for others.  Be bold and stick vehemently to the goals that your organization supports - to raise money for those who need it most.

The full article can be found here.