Your Organization’s Superhero

One of the questions Tom Ahern always asks during our Direct Mail for Small Nonprofits E-Clinic is, “Are you treating your donors like your organization’s superhero?”

He’s not just talking about being grateful for their gift. He’s talking about shifting the responsibility of your cause onto the donor’s shoulders. The donor is the answer to your problem.

Your direct mail appeal letter needs to reflect that.

Tom says this about appeal letters,

“Your appeal is not about how wonderful your organization is. It’s about how wonderful the donor is. Put yourself in the shoes (or eyes and ears) of the person receiving the letter. Do you, the reader, see clearly how important you are to making something good happen? ‘Donor love’ is not just about adoring the people who trust you with their hard-earned money. It’s also about connecting their philanthropy to achieving something important in the community.”

During the direct mail e-clinic, Tom shares his direct mail secrets to success. Two of those secrets are make your donors the solution to some local problem and get them into a fight.

Think about your typical superhero movie:

  1. Hero realizes he (or she) has a unique ability.
  2. Hero decides to use that ability for the good of his community.
  3. Hero fights the bad guy (or girl).
  4. Hero saves the day.

This is your donor! But too many nonprofits play the hero in their communications appeals when they need to put their donors in that role.

Of course you, as a nonprofit, are a superhero too – just ask your clients. (Don’t think for a second we are diminishing your sacrifices, contributions, and commitments.)

But you need to remember the importance of your donors to your success. And that needs to be the focus of your appeals. Why do superheros keep on going? Because they know something bad will happen if they stop. Making your donors the superheroes for your organization helps them understand they need to keep helping your cause, keep fighting the bad guys, and keep making the world a better place.

For more secrets to direct mail success, join Tom and I for the August session of Direct Mail for Small Nonprofits E-Clinic. The e-clinic begins on August 14th and continues til August 22nd. Each training and coaching session will be recorded so even if you can’t make an event live, you will still receive the benefit of Tom’s training.

Learn more and register here.

(All-Access Pass Holders, you save $100 off the registration fee for this e-clinic. Please see your All-Access Pass Dashboard for the special coupon code to enter at checkout. Not a Pass Holder? Sign up to get all of our weekly webinar series and e-books, plus discounts on e-clinics).

Photo from BigStock



© 2007-2017, Nonprofit Marketing Guide. All Rights Reserved.

Share This Post On
  • I was once involved with a non profit that did nothing for its donors. No recognition, no request for input, help to further the cause, etc. Needless to say, they went out of business. Great post and something every non profit should keep in mind.

  • Pingback: Relationships give, not relationships take | Texere()

  • Very neat blog post.Thanks Again.
    fiverrr23Jz

  • I just want to say I am just all new to blogs and actually enjoyed you’re website. Most likely I’m likely to bookmark your blog . You really come with wonderful article content. Appreciate it for sharing with us your web-site.

  • Wow, incredible blog layout! How long have you been blogging for? you make blogging look easy. The overall look of your web site is wonderful, let alone the content!

  • Great blog here! Also your web site loads up fast! What host are you using? Can I get your affiliate link to your host? I wish my website loaded up as quickly as yours lol

  • Good post. I learn something totally new and challenging on websites I stumbleupon every day. It’s always helpful to read content from other writers and use a little something from other websites.

  • you are in point of fact a excellent webmaster. The web site loading pace is incredible. It sort of feels that you’re doing any distinctive trick. In addition, The contents are masterwork. you’ve performed a wonderful job on this matter!

  • Heya i’m for the first time here. I came across this board and I find It truly useful & it helped me out a lot. I hope to give something back and aid others like you helped me.

  • I¡¦m now not certain the place you are getting your info, but great topic. I must spend some time learning much more or figuring out more. Thanks for fantastic info I used to be in search of this information for my mission.

  • Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

  • I love looking through an article that can make men and women think. Also, thank you for permitting me to comment!

  • Hands down, Apple’s app store wins by a mile. It’s a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I’m not sure I’d want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.

  • I’m amazed, I must say. Rarely do I come across a blog that’s both educative and amusing, and without a doubt, you’ve hit the nail on the head. The problem is something which too few people are speaking intelligently about. I’m very happy I found this in my search for something relating to this.

  • I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

  • Good day! I just would like to offer you a huge thumbs up for the excellent information you have got here on this post. I’ll be coming back to your website for more soon.

  • Very nice write-up. I absolutely love this website. Keep it up!

  • Oh my goodness! Awesome article dude!

  • I¡¦ll right away grasp your rss feed as I can not to find your e-mail subscription hyperlink or e-newsletter service. Do you have any? Please let me realize so that I may subscribe. Thanks.

  • Aw, this was an exceptionally good post. Taking a few minutes and actual effort to generate a very good article… but what can I say… I hesitate a lot and never manage to get anything done.

  • Spot on with this write-up, I absolutely feel this amazing site needs a great deal more attention. I’ll probably be returning to read more, thanks for the advice!

  • Thanks for some other magnificent post. The place else may just anybody get that kind of info in such an ideal approach of writing? I’ve a presentation next week, and I’m at the look for such information.

  • Lovely site! I am loving it!! Will be back later to read some more. I am taking your feeds also

  • I’m amazed, I must say. Seldom do I encounter a blog that’s equally educative and interesting, and without a doubt, you have hit the nail on the head. The issue is something which not enough men and women are speaking intelligently about. I’m very happy I came across this in my hunt for something relating to this.

  • If you’re still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you’ll know which is right for you.

  • Pingback: Fundraising Tuesday: What Nonprofit Donors Want to Hear - Communicate!()

  • Pingback: TY Thursday: Did You Forget Something? - Communicate!()