What’s the 1 specific thing you want a prospective donor to do based on receiving your direct mail?
What’s the 1 specific thing you want an alum to do based on their interaction with your social media campaign?
What’s the 1 specific thing you want to accomplish with the prospective major donor during your visit?
What’s the 1 specific thing you want an attendee to feel as they leave your event?
We regularly make 2 mistakes here:
- We overcomplicate by including too many story lines, too many calls to action, or too many calls to feeling when we engage others. This leads to confusion, non-responses, and/or an attenuated impact. Or, worse yet,
- We never ask the question to begin with.
If our aim is to encourage donors, prospective donors, volunteers, and others to be more generous in their support of our mission, we, first, need to have clarity in what we are inviting them to do.