Well it’s begun. If your mailbox is like mine, it will be stuffed with newsletters and pleas for financial support from every cause and organization! I guess if truth be told, in a way so is this newsletter. If you are like me, you look through the information and most of them look like worthy causes, but there are so many and I have limited money to give.
I am always astounded at how masterfully crafted the appeals are to illicit a sense of urgency and a strong push to give. Makes sense after all, they need your money to support the work they do and they know exactly how to construct their appeals to maximize their success. I remember several years ago working with a film editor who was doing some work for The Rock in our days of big box institution. We were preparing a video presentation to help with fund-raising. We were editing together segments of interviews from people we had served and who had dramatic stories to tell. As we looked at each interview, the editor would say “There’s the money clip!”. The money clip was a phrase the interviewee would say that would touch people’s hearts, and warm them to the idea of giving. The truth is this is not unique to our situation, but in most every request for financial support. Like all good marketing, it is designed to motivate you to give money. Most people aren’t offended because we live in a very aggressive marketing culture, so we accept that that is the way it is. Read the rest of this entry »
