Note: This guest post is from April Weppler, an organizational development consultant based in Ontario, Canada – and a graduate of the Training, Facilitation, and Consulting Certificate Program. Thanks April!

Are you working on your spring donor appeal? Are you writing your next member renewal letter or “e-blast ask?”

Perhaps you begin by describing the problem you’re working to solve. It might be contaminated drinking water, or homelessness in your community, or maybe that leaky roof at your local library. (Wet books…yuck!)

Perhaps you start by writing “the ask:” what you want your donors to support and how their money will be used. Once you’ve found your theme and written the first few lines, the worst is over. Before you know it, you’ve written a draft.

Unfortunately, it’s not about you

The problem with this approach is that you’re writing for yourself.

You’re describing the problem in your words, asking for what you think is needed, and writing it in your style.

Consider this: there’s a different way to create compelling copy that actually raises more money. 

Begin with the donor in mind

Here’s a simple exercise that can increase your chances of writing a successful donor appeal. In marketing circles, it’s called Creating Personas.

Working with your fundraising team, create 2-4 imaginary people who typify your donor base.

One example might be Marian, a 73-year-old grandmother who’s supported your work for twenty years. Marion donates $500 every December, regardless of the topic or tone of your pitch letter.

Another could be Nathan, a 32-year-old outdoor education teacher. Nathan gives a $50 family membership every year but doesn’t typically respond to your other appeals.

Lastly there’s Lucy, a quirky 48-year-old single woman who advocates passionately for your causes. When your appeal connects to issues she cares about, Lucy gives – but only when you connect. 

How do you create these personas?

Start by mining your internal knowledge bank. Talk with your development team and other long-term staff who know your donors. Ask about various segments: major donors, monthly donors, volunteers, etc. Who attends your annual meetings or comes to your events?

Take this anecdotal information and combine it with data. For example, use Google Analytics to review your website statistics. Tap your donor database for demographic information.

Have fun creating names for these personas, but be sure to include practical information: age, gender, education level, family, location. Round it out with a job, some areas of interest, preferred activities or hobbies, and history with your organization.

If you’re feeling creative, sketch pictures or cut photos from a magazine to illustrate your personas.

Then write your letter – to Lucy

Once you’ve nailed your personas, write your letter or e-blast to one of these people. Have a picture in your mind. Think hard about what they care about.

Ideally, you’ll customize your letter to each persona by creating different versions. This is called segmentation. Perhaps you already segment your list based on other variables, such as current donor vs. prospective donor, lapsed member vs. renewal, amount of past donation, etc.

Writing to a persona is the next step in segmenting. Tailor your message to the values and demographics of your audiences. Write slightly different letters to Lucy, Marion, or Nathan.

It’s all about customization 

Dear Marian,

Drinking water tests at our local elementary school revealed alarmingly high levels of lead. Our kids are swallowing lead every time they drink from a fountain. Why are we poisoning our children? 

Like me, I know you care about the safety of our children and grandchildren. Your donation will help us install a filter at the school and support regular water testing.

Here’s a slightly different letter customized for a different persona. 

Dear Lucy,

Drinking water tests at our local elementary school revealed alarmingly high levels of lead. Our kids are swallowing lead every time they drink from a fountain. Why are we poisoning our children?

We must continue to advocate for the health and safety in our communities, and hold government agencies accountable for failing to do their jobs. Your donation will help us install a filter at the school and support regular water testing.

Segment when and where you can

If segmenting multiple messages is beyond the capacity of your organization, decide which persona is most likely to respond to your cause and write with that person in mind.

In this case, Marian is your best bet. She cares deeply about protecting children and she’s a consistent, generous donor.

No matter which persona you choose, your fundraising copy will be more personal and powerful, and much more likely to resonate with your audience.