Resources / Ripples & Wipeouts

I am struck by the large number of “writing” questions that nonprofit executives are asking on a website offering advice about online fundraising (malwarwick.com).  While it’s not surprising that people would seek help in writing strong subject lines for their emails or ask about copy length and other technical questions, I was intrigued that there were many, many questions about message content:

• Should we feature stories of individual clients?
• How direct should we be about “the ask”?
• Must we include a call to action and, if so, what should it be?

Some questioners indicated that there were conflicts among executives within their nonprofit over which clients to feature or which programs were most worthy of inclusion in an email.  Some struggled with specific language choices – Is it better to say reproductive justice or reproductive freedom, for example.  Often these issues are resolved not based on evidence, but based on experience with direct mail fundraising or internal politics.

Focus groups can help nonprofits make better decisions about their messages and target audiences, whether for fundraising, media advocacy or event promotion, and this type of qualitative research doesn’t have to cost an arm or a leg.  At least it shouldn’t, which is why I recently became trained in focus group moderation and design.  I wanted to offer MAKE WAVES’ clients affordable opportunities to acquire reliable evidence that will help increase the quality of their decisions, and thus the effectiveness of their donor appeals, media pitches and overall message platforms. 

If your organization could use this kind of messaging help, contact MAKE WAVES to schedule a free consultation.  We’ll meet to discuss your needs and how focus groups can make your marketing and fundraising efforts more effective.  And we’ll give you an estimated budget too, also at no cost.  212-627-2404 or . 

-- Bonnie