Does saying “Your gift makes a difference” make a difference?
I would argue it does not make a difference. In fact, for many, it discourages giving. While many advancement professionals may feel a genuine, earnest sense of gratitude and authenticity in saying so, the sentence, “your gift makes a difference,” sounds pat, vague, slightly disingenuous, and, well, a tad lazy. It is more of a huckster’s slogan than a heartfelt call to action. Prospective donors deserve more and better. Is it not worth the time and effort to be more specific about why contributing does ‘make a difference’?
Advancement professionals should be encouraged to take time each year to convey the profound benefit of giving in new ways. This labor of love should be a renewed expression of belief in the institution’s mission. What words inspire the sense of faith in people’s ability to do better and be better human beings? What information provokes acts supporting something greater than oneself? Annually, advancement professionals should search out and convey the specific stories that illustrate donor impact. There should be a sense of joy and purpose in reflecting on why giving, indeed, does make a difference.
Appeals should be creative, thought-provoking, and soulful, not rote. Yes, there are specific mechanics to consider when getting the job done. Asking tens of thousands of people to share their resources each year requires a certain level of efficiency. But this is not just about getting the task completed or getting another mailing out the door. Never forget, people want to read a letter that reminds them that a real human is writing to them, in a language they recognize (referencing the shared experience that binds them to mission, vision, values), and reminds them why they matter as people.
Create timely, institution-specific, and personal appeals. Take the time, make the time, to reflect on how your institution ask people to share their resources. Not only will your institution be more successful, you and your team walk away with a greater sense of pride and purpose. What would your appeal looks like if you edited out “your gift makes a difference” and replaced it with why it makes a difference? Try it and see for yourself.
Kathy Johnson Bowles
www.gordianknotconsulting.com
