The Big Shift - Focus On One
Fantastic article from Steven Screen of BetterFundraising.com talking about why focusing your storytelling on one specific person or stakeholder leads to better results from your appeals.
From the article:
When you write a letter that asks your reader to do one powerful thing for one beneficiary, you end up with a letter that raises more money.
It raises more money for a host of reasons, but here’s the main one: you’ve asked your donor to do something easier. And when you ask your donors to do something easier, you get more gifts.