Just like that, Apple vs. the FBI is over. Or is it? Some of the coverage:
The tiresome techniques common in political organization fundraising must be working because everybody uses them. And if they’re working, why change them, right?
It’s possible that with some cleaning up, email fundraising could work better than it does now. So instead of calling this “Five Email Fundraising Mistakes,” let’s call this “Five Email Fundraising Cautions.” Here are the Five Cautions for folks putting together email fundraising appeals:
Let’s examine each, starting with No. 5 and working back to No. 1.
An email appeal I received today includes this sentence:
Hitting this goal means we can take on the obstructionist Republicans, fight to reform our campaign finance system, and help President Obama confirm his Supreme Court nominee.
This outfit is asking me for $5 and promising that tide-turning events will result. Get real, folks. Instead of making these sweeping politician-like promises, tell me what my $5 actually will do for the cause. I’ll take you more seriously if you’re honest with me. Tell me you’ll use my money to buy envelopes or something that you can reasonably promise to achieve.
The email I mentioned above has all of the donation buttons in bright red. I know, that helps me notice them. But that red induces stress and communicates a negative red-ink message. Want a nice generous color? Try green.
The aforementioned email had this subject line: “we fell short.” Nothing like volunteering to be a loser. For many, maybe very many, that subject line is all someone is going to read about your organization or cause. Do you really want to say “we fell short”?
Turns out “we fell short” is what this group does NOT want to send me tomorrow if it fails to reach its midnight fundraising goal. Failing would a major disaster, according to the email. But just yesterday, I got a dozen other emails singing the same fear-based tune: Give us your money or the sky will fall. But the sky didn’t fall. This stuff gets old fast.
The email we have been picking on has a desperate tone. If I don’t chip in, the consequences are dire. Yeah, yeah, yeah. Even if I am sympathetic to your cause, you wear me out with your unrelenting desperation.
In the current landscape, a well-reasoned realistic and somewhat optimistic appeal would stand out and perhaps even draw a donation from me. I might give simply in gratitude for your creativity.
As the Apple vs. the F.B.I. case heats up, the law enforcement agency’s pressure on the tech firm might result in even more secure encryption and tighter privacy protections.
Government agencies are getting nervous about encryption built into apps like WhatsApp. Read more.
Never settle into complacency about workplace #communication. http://ow.ly/ZicPT
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