Fundraisers: Don’t ask donors to “respond” today

See the previous post on asking donors to “reply.”  Then swap out the word “reply” and replace with “respond.”

But asking readers to “respond” is more than inappropriate.  It’s actually damaging to your relationship.

“Respond” is really a marketing term, very transactional.  It came out of mail marketing of books, book clubs, magazines, etc.   Basically, “I just made you this terrific offer … How do you respond to this offer?”   Now please respond today.

Fundraising is not really transactional in this sense.   I ask you to give money and get nothing concrete in return?   The call to action should be “please join me in accomplishing this mission.”   Not please respond.

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