It’s clearly the fundraiser in me, but last week I picked up a drink at Starbucks and was immediately impressed by the language on the cup.
Starbucks made it about me (the customer) and emotion in 16 short words. The language was about me as the customer more than it was about Starbucks. My mind jumped to how perfect similar language could be when communicating with a donor.
Starbucks’s short message conveyed:
My emotion in the purchase
The value added by my purchase
The community I could join
What’s that instant emotion you want a donor to experience when they interact with your mission? How can you convey that in a sentence or two?
Consider how your donor message can convey:
The donor’s emotion after making a donation
The value the donation made to the donor’s life
The community they joined by making a donation
I’ll admit the Starbucks Lesson works on me - I’ve ordered more “Trenta Green Teas, no sweetener” than I should!