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The Loyalty Letter

E-news that helps you keep donors connected (and giving)
to your cause.

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October 2012
Published by Lisa Sargent

Welcome, Nonprofit Professionals:

Last week Hurricane Sandy disrupted life as we know it here on the U.S. Atlantic seaboard.

I'm grateful to have made it through mostly unscathed. And like many of you, keeping in my thoughts the millions of others hit so much harder by Sandy than we were.

However due to off-and-on power, tetchy Internet, and an overworked portable generator, I never published October's Loyalty Letter.

Here it is for you now. See below.

Thanks, as always, for reading,


Lisa Sargent
Sargent Communications

Words for the Faithful:
How to Strike a Chord with Your Best Donors

It's widely known that the most generous donors are also more religious. So what's a non-faith-based nonprofit to do? Find out, below...

Six months ago I had a messaging problem. I write for a client with a large base of generous donors who also happen to be (Christian) religious. The charity itself, though, was not faith-based.

Maybe you can relate. According to The Chronicle of Philanthropy, among others, the most religious donors are also among the most generous. Including yours...

...Pareto Fundraising's Sean Triner (see link below) notes that the same holds true not only in the US, but also in the UK, Canada and Australia.

So how do you infuse your message with spiritual words that don't offend and are -- for want of a better phrase -- "religion-neutral"?

Sean T. has a few ideas in his excellent post, "Christian Language for Non-Christians." I aim to try one or two.

Another source I found contains a listing of popular bible words -- you may find some there as well that you can easily weave into your copy.

As for me and my client, we're using what I call words for the faithful: spiritually steeped words that will resonate with those who see deeper meaning in them, yet don't offend the rest.

And since we're approaching the most spiritual season of all, all the world over, I thought I'd share my list with you...

Lisa's List-In-Progress: Words for the Faithful

(Important: Use these words in your messaging if, when and where they make sense...and only if. They are not a panacea, only one additional tool you now have at your disposal.)

Love
Gratitude
Mercy
Grace
Compassion
Faith (faithful)
Suffering (Long-suffering)
Bounty
Forgiveness
Gentleness
Goodness
Joy
Tradition
Abundance
Darkness (light)
Strength
Comfort
Beloved
Poor
Spirit
Peace
Dignity
Heart
Truth
Revelation
Redeemed
Lost (found)
Rebirth
Trinity
Save (saved)
Salvation
Wisdom
Understanding
Pure
Tribulation
Humble
Patience
Blessings
Believe (belief)
Trust
Hope
Miracle
Reverence
Burden
Generosity
Born (reborn)
Hope
Honor (UK honour)
Servant/serve*

*And a final faithful word? Integrity: feel free to copy and paste this list in a post of your own, to your own tribe, but tell readers you saw it in the Loyalty Letter first please.


P.S. Subscribing to The Loyalty Letter is easy:
scroll up for handy sign-up form at the top of this page. 
  

And lastly, if ever you have a question on donor communications,
send it along to The Loyalty Letter. All you have to do is:

Email me.

Or call:  +001 (860) 881-7009.



 
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When one of North America's top fundraising creative directors shares his secrets for less than $20, it's wise to listen:

The Fundraiser's Guide to Irresistible Communications
.
By Jeff Brooks

Full disclosure: I don't get a referral affiliate fee. Just sharing for sharing's sake.

 

 




Sargent Communications 
PO Box 814, Wolfeboro, NH 03894
lisa(at)lisasargent(dot)com    
Voice: +001 (860) 881-7009
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