You go, marmot! Jump that gap! We believe in you! This is the 143rd Fundraising Writing Newsletter. If you find value here, please tell a fundraising friend. (Your fundraising friend can ​subscribe here for free.)​

In this issue:

✅ 9 ways you can help your donors close the "Information-Action Gap"

✅ All Aboard! 3 weeks from tomorrow, will you be on the Tom-Ahern bus too?

✅ Randomly yours: to inspire and recharge you

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Wednesday, August 21, 2024

Hi Reader,

Don't you just love when you read something that switches on that good old light bulb over your head?💡

That's what happened to me the other day when Brett found an article about "The Information-Action Gap."

(It's a mouthful, yes, but very helpful!)

In my words, it's how good you are at doing something with the info you get. How quickly you take actions such as,
​

"I'm going to delete this notification immediately
because it's irrelevant"

or

"I'm going to make a calendar reminder
to handle this later"

or

"I'm going to get this done now."

Here's how the author, Sahil Bloom, introduces the idea:

After my "aha, efficient!" light bulb lit up, I immediately got to thinking about how this concept fits into fundraising.

I realized: whenever you use fundraising writing best practices, you're helping your donors close the Information-Action Gap.

🎯 You're setting your donors up for giving-decision-making success.

🎯 You're maximizing the chances your donors will decide to donate RIGHT NOW.

Here's how.

9 ways you can help your donors close the "Information-Action Gap"

I recommend you use this as a checklist. The more of the following you include in your appeals, the more likely your donors will close the Information-Action Gap and decide there and then to give.

The Johnson Box — You know, the message at the top of a fundraising appeal Direct Mail letter. Together with the PS, it acts as one of two "bookends" that hold everything together by containing the gist of the appeal, preferably with urgency, possibly with a deadline, perhaps with intrigue, a good deal, and/or a direct ask.
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All of the above quickly give donors an overview that summarizes the appeal. This makes it easier for donors to decide to give right now.​
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Two examples with different approaches:

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Urgency/Deadline — One way to include urgency is by using a deadline, as in the example above. Another way is to weave it seamlessly into the body of the letter.

Make sure you highlight the need so it's clear something needs to be done as soon as possible. This makes it easier for donors to decide to give right now.​
​
Example:

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A Good Deal — Usually this would either be an offer with a remarkably low cost for high impact or a matching funds offer.

When donors see a limited-time deal that would raise their level of impact, pay closer attention. This makes it easier for donors to decide to give right now.​
​
Example (fyi: the following includes a photo; you don't need a photo to convey a good deal!):

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Direct Asks — Ask clearly multiple times. Do not beat around the bush. This is no time for a "soft sell." Your donors are busy. They're likely skimming. Be bold. Ask directly. Your cause is worth it!

When you ask directly, your donors don't need to waste time or brain power inferring what ought to be made plain. This makes it easier for donors to decide to give right now.​
​
Example:

(More on Direct Asks here.)

​

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Emphasis — Typically, this means the use of bolding, underlining, italicizing (in small doses), and sometimes color.
​
Variety is the spice of life and appeals. Emphasis draws the eye to what's important and holds it there a bit longer than usual. This makes it easier for donors to decide to give right now.​
​
Example:

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White Space — The page is your canvas. The margins are your frame. The copy is your piece of art.

Just as in life we need light and dark, hot and cold, sweet and sour . . . we need the information density of the message and the blessed relief of white space.

Be careful to avoid walls of text and to vary the size of your paragraphs. One sentence paragraphs are your friend. But don't forget variety. This makes it easier for donors to decide to give right now.​
​
Example:

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Set the Scene — This means writing so donors can feel as if they were there. Use the techniques of fiction: description, sensory details, thoughts, feelings, dialogue.

Donors are people too. When they read stories that come to life, they make these stories their own. They become a part of your story, and you theirs. This makes it easier for donors to decide to give right now.​
​
Example:

(More on Setting the Scene here.)
​

​

Include Next Steps — Jeff Brooks recommends spelling out, step by step, what a donor should do next. It's all about visualization.

Of course, your donors already know how to give. But it's like manifesting. The more clearly you can picture yourself doing something, the more likely it will happen. This makes it easier for donors to decide to give right now.​
​
Example:

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The PS — Here's the other bookend, that works in tandem with the Johnson Box to summarize for the skimmer. It's a synopsis and a reminder. It's a last call. And research shows: it works.

Those last takeaways for your donors should ring in their ears as a resounding final ask. A bow on your appeal package. This makes it easier for donors to decide to give right now.​
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Example:

For plenty more ideas on how you can help your donors close the Information-Action Gap, you might want to read our free book, Heartable Fundraising Writing. ❤️

All Aboard!​
3 weeks from tomorrow: will you be on the Tom-Ahern bus too?

​Join us!​

The last Tom-Ahern-mega-webby of 2024 is just 3 weeks away. It could make your day and possibly your year!

Tom and Jeff Brooks (with a little help from me, your moderator) will cover all things DM and digital appeal writing. Things you should know but don't, things you did know but forgot, things you don't know but will soon!

Judging by our experience, a good, productive time will be had by all!
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This unique training comes complete with multiple, empathetic experts, unlimited Q&A, the priceless PDF handout and comprehensive recordings.
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​Date: Thursday, September 12, 2024
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​What? The 2024 edition of Tom Ahern's acclaimed direct-mail-appeal masterclass, with unlimited Q&A delivered by a will-not-quit world-class DM expert (Jeff Brooks).
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Special guest expert? The one and only Jeff Brooks!
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​Time: 1 PM Eastern (Noon Central; 11 AM Mountain; 10 AM Pacific.) Jeff Brooks comes on board at 2:30 PM Eastern. As for other time zones...? Relax: the entire show is recorded: listen/watch at your convenience.
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​Who??! YOU! The ideas and information are expert level ... yet beginner friendly.
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​Why you!?!?!? Maybe you're ambitious. Maybe you've got a new job or boss ... and you have something to prove. Maybe last year's appeal under-performed. Maybe you're a veteran who wants a refresher course and confidence booster.
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​Why tune up your appeal skills N!O!W!???? Here comes the 2024 giving season: the months of October, November, December ... even January, surprisingly enough. Let's not overlook Giving Tuesday either: December 3, 2024.
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​The classroom: Your computer via Zoom
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​Price: A budget-friendly $129 per Zoom link​
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​HANDOUTS and TAKE-AWAYS!!! Each Zoom link receives a PDF handout of every slide in the entire show. The recording includes me, Tom Ahern, as well as ALL the Q&As fielded by me, guest expert Jeff Brooks, and moderator Julie Cooper.
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​You WILL need this PDF in the future, trust us. Science says humans forget 80% of new information within 24 hours. The PDF handout is your hard guarantee that YOU won't forget ... ever.
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Will this particular webinar be offered again in 2024? Sorry, no. (Sign up now, while you're thinking about it?)

Randomly yours: to inspire and recharge you

For your brain, heart, and funny bone...

• Fundraisingly Informative — Where’s the emotion in your fundraising offer? by Jeff Brooks (a blog post with a memorable analogy for how to think of the importance of emotion versus information in fundraising; we are more likely to respond to "a toddler running toward a busy street" than "a white paper about childhood traffic injuries and fatalities")
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• Effectively Decisive — Information-Action Gap, One Decision Away, & More by Sahil Bloom (the newsletter that inspired our message for you today; on the importance of closing the "Information-Action Gap" for yourself ... and, by extension, for your donors)
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• Adorably Relaxed — Wait for it.. 😅 via @buitengebieden (a 17-second video of a chilled-out bulldog and how she waits patiently for her person to do their thing and chill again)​

Until next time: Like an adorable marmot, may you fearlessly leap the Information-Action Gap, and help your donors across to join you in the promised land of giving success!

Grateful,

PS: If you'd like to share this newsletter's content, thank you! 💛 It's now posted on our blog ---> 9 ways you can help your donors close the Information-Action-Gap.