The Third ‘C’

We’ve probably all received advice about how to make our donor documents clear, concise, and compelling. All three are important to successful proposals. In prior Short Takes articles I’ve discussed the first two ‘Cs’, but I haven’t said much about the third one – compelling. Possibly it’s the most important.

In order to get and keep the attention of busy donors, our proposals—or letters, reports, or case statements—must convey urgency. Why is it important to fund your program, now?

A few ideas
Achieving urgency isn’t rocket science, but creativity can help. Here are some suggestions:

• Get to the point. Wordiness doesn’t communicate immediacy.
• Know your audience. Find out what resonates by examining grantee lists and talking with those you know. To better engage individual donors, test ideas with existing supporters or board members.
• Learn from other disciplines. Notice how journalists, authors, bloggers, and others get and keep your attention.
• Consider which appeal letters you read to the end, and why.
• Consider style. Brevity sharpens your case and maintains donor focus.
• Use data wisely. Fewer data can have more impact and spark interest in learning more.
• Perhaps most important: Believe in your mission. Convey your passion for your programs. It’s energizing.

About client stories
Stories are valuable, but I believe they should be used sparingly for greatest effect. Before the challenges of character limits, we often had space for lengthy client stories. Even if you have the room, use client stories only if they add value, and keep them focused. Used strategically, a succinct story makes the case quickly and effectively.

Here’s an example: A hospital patient had repeated admissions for a serious medical condition. When asked if she had experienced domestic abuse, she responded that upon each discharge her husband flushed her medications down the toilet. Essential treatment was impossible.

Don’t forget about the other two Cs
Support the third C with effective use of the other two. Be:

• Clear: Avoid jargon, acronyms, and assumptions about what the reader knows. A clearly presented proposal is far more convincing.
• Concise: A persuasive case will be much more so when it’s quickly and easily understood. Delete the clutter and get to the point.