| You work for a cause that makes a difference in | | | | Another may be angry or disgusted because your |
| your community, the country, or the world. | | | | local government does nothing to help them. |
| You're making progress toward solving a problem. | | | | Supporting animals via your organization could be |
| And - your organization needs money in order to | | | | a way to make a statement of protest to city or |
| continue. | | | | county officials. |
| Is that a reason why donors should give? It might | | | | A different kind of donor may give because he or |
| sound like a good reason to you, but no, it isn't. | | | | she wants to be associated with a group that is |
| Your need is not going to produce one thin dime | | | | making a difference in the community, or because |
| unless giving to your cause fills some need within | | | | you've promised to give recognition via your |
| your donors. | | | | newsletter or website. Someone else may want |
| You have to give to get, and in this case you | | | | their name engraved on that plaque on your wall |
| have to give some kind of emotional fulfillment. | | | | or attached to a kennel in your shelter. |
| Your donors won't come out and say so, but | | | | Someone else may have lingering guilt over |
| before they part with their money they have to | | | | abandoning a pet or failing to provide veterinary |
| feel that they'll get something out of it. Whether | | | | care at some time in the past. Supporting rescue |
| consciously or subconsciously, they'll want the | | | | pets might help ease that guilt. |
| answer to their question: "What's in it for me?" | | | | Since you don't know which emotions are driving |
| Your donors are driven by emotion, and the | | | | which donors, your letters must hint at a variety |
| tough part for you is that there could be a | | | | of reasons to give, and gently push them in the |
| different emotional hot button for each of your | | | | direction of seeing that giving you money will |
| donors, so your letter must appeal to more than | | | | make them feel good - or at least feel better. |
| one emotion. | | | | They have to put more personal value on the |
| Some of the emotions involved in giving are: | | | | feelings they'll experience than they do on the |
| Optimism | | | | money. |
| Benevolence | | | | It might help you to think about your own |
| Disgust | | | | feelings. Why did you become involved in this |
| Anger | | | | organization? What emotional needs does |
| Pride | | | | volunteering meet for you? Take a little time with |
| Guilt | | | | this and dig deep - then you'll better understand |
| Sympathy | | | | what motivates your donors. |
| Annoyance | | | | Then when you sit down to write an appeal, do |
| Love | | | | yourself and your organization a favor. Do not - |
| To use animal rescue as an example: One donor | | | | ever - begin a letter with the words "We need." |
| may simply love cats or dogs, while another may | | | | Your job is to show them that you'll fulfill their |
| feel outraged over the people who mistreat them. | | | | needs. Only then will the money flow your way. |