In fundraising, understanding your donor isn’t just a courtesy—it’s a necessity. Imagine this: You’re reaching out to someone like Marge Miller, the kind-hearted lady who lives just down the street. She’s been in the neighborhood for years, quietly going about her life, yet deeply connected to her community and your cause.
But here’s the catch: While Marge may be the ideal supporter for your mission, the reality is that your appeal might not even make it past her front door.
The Missed Connection
Marge, like many potential donors, leads a busy life filled with responsibilities, memories, and the occasional curveball—like a delayed flight or an unexpected emotional reminder of her late husband. When she finally gets a moment to sift through her mail, your carefully crafted letter is there, nestled among the clutter of circulars, junk mail, and bills.
Your letter may even survive the first round of cuts, piquing Marge’s interest just enough for her to set it aside. But here’s where things can go wrong: If your opening line—your “lead”—doesn’t immediately grab her attention, your letter might end up in the trash before it ever gets read.
The Importance of the Lead
The truth is, Marge wants to connect with your mission. She believes in what you’re doing, and she’s looking for reasons to support you. But you’ve only got one shot at making that connection. If your lead doesn’t pull her in right away, all the hard work you’ve put into your cause and your fundraising strategies could be for nothing.
As Ben Hart explains in Fund Your Cause with Direct Mail:
“The first sentence of your letter is the most important. This is your lead. This is the line your reader will look at first. Your reader will decide to continue reading, or not, based on the first line of your letter. Selecting your lead is a crucial strategic decision.”
Crafting the Perfect Lead
Think about Marge Miller. She’s out there, and she’s the perfect partner to advance your mission. The question is: Are you ready to capture her attention and inspire her to take action?
Conclusion: Don’t Miss the Opportunity
Understanding your donors and crafting a compelling lead isn’t just good practice—it’s essential to the success of your fundraising efforts. There are countless potential donors like Marge Miller out there, ready to support your cause if you can make that crucial connection. Don’t miss the opportunity.
