Category Archives: Nonprofits

Ask Dalya: ‘We’ vs. ‘You’ in Appeal Letters

Q: We are writing an appeal letter and we’re trying to figure out what pronouns to use. You see, we’ve taken your advice to heart that we should include our readers in a “conversation on paper.” That means using the words “you” and “your” as much as we can. But sometimes we have to talk about what the organization is doing. It gets confusing. Help!

A: Yes, it can be a bit tricky at times, if you’re not careful.

A simple switch from the “we” of the organization to the “you” of your reader goes like this:

Original: We want to bring native plants back to our community. But we need your help!

Suggested revision: You can help improve our city’s environment by planting and saving native plants. They bring many benefits to our community and help us avoid eco-trouble down the line.

Did you see what I did there? Changing the perspective like that is pretty clear.

But did you also notice that in the suggested revision there’s a “we” also — and it now includes the reader? That second sentence is now talking about “our city’s environment” and “our community”. No longer is it “we” the organization needing “your” help.

The rule of thumb operating here is this: Continue reading

Ask Dalya: How can a nonprofit CEO, Director, or Board member facilitate successful grantseeking?

Q: How can a nonprofit CEO, Director, or Board member facilitate successful grantseeking?

A: Grantseeking is a team sport. As a nonprofit CEO, Director, or Board member you can help guide your team to victory — but you can’t do that if you hang back on the sidelines.

If your nonprofit is like the vast majority out there, you need (at least some) grant income to advance your mission in your community. Your role as a leader is to marshal the right strategy and resources so your grantseeking team can succeed.

Whether your team consists of staff, consultants, and/or volunteers, you need to help set (or at least know) the game plan so you can manage effectively. Without your vision and planning, your team will lack direction, priorities, and motivation.

Even if you are not personally involved in your organization’s day-to-day grantseeking activities, you need a solid grounding in how grantseeking happens. That is, you need to know what to expect from the process and how you can help it along. By preparing for success you will increase your likelihood of attaining it.

I’ve spoken with leaders of many new (and not-so-new) organizations who have not properly prepared for grantseeking. They simply want to see more money come through the door right away. Unfortunately, it doesn’t quite work that way. They have often been disappointed.

In my experience, strategic leaders who are starting or upgrading their teams’ grantseeking efforts best position their organizations for success when they:

  • Frame grantseeking as a team effort that enjoys strong investment from the organization’s leaders: in the form of timely information, adequate human resources, and appropriate planning
  • Encourage an attitude of ongoing partnership between the organization (the entity that makes changes in the community) and funders (the entities that underwrite those changes)
  • Model a sense of openness and curiosity about what makes the most sense in the current funding climate, from a funder’s point of view
  • Routinely share specific plans for accomplishing their mission and evaluating their activities’ outcomes and impacts
  • Establish community collaborations that the grantseeking team can leverage
  • Prioritize funding needs for at least 6-12 months at a time
  • Meet with their grantseeking team on a regular basis to strategize and define responsibilities

Is grantseeking high on the agenda of a CEO, Director, or Board member? It should be. Without the support of nonprofit executives, even the strongest grantseeking teams must often watch opportunities pass them by.

To learn more, join me for my February 15 free webinar, Grant Strategy for CEOs, Directors, and Board Members: What You Need to Know to Succeed.

[By the way, you can find more “Ask Dalya” questions and answers HERE.

Ask Dalya: First person or third person in grant proposals?

Question: I’m working on a grant application, and I find myself referring to our organization both in the third person and the first person.  The third person sounds more professional, and I feel more comfortable “bragging” about our accomplishments in the third person.  But the first person sounds warmer and more personal, and I think it tends to convey greater ownership/passion. Which approach should I take?

Answer: This is a common situation, and there is no hard and fast rule about  it. I have seen both.

Personally, I tend to go mostly with the first person but use the organization’s acronym when it seems feasible and appropriate (not to overdo the “we”, to get the funder familiar with the organization’s name, and to sound official).

By the way, your focus should be more on what you do for and with the community and less on you, as much as possible. The third/first person issue should not be that big of a deal; don’t let it disrupt your flow.

PS: You can find more “”Ask Dalya” questions and answers HERE.

9/8 Interactive Webinar: Copywriting for the Web — Today’s Best Practices

You’re a professional in the nonprofit or social-mission business world. And I know you have a website. But could it be more effective?

Join the many others who have already benefited from my workshops on web copywriting! This time I’m offering it as an interactive webinar that anyone can attend: Thursday, September 8, via the Center for Volunteer & Nonprofit Leadership. Here’s the description:

Copywriting for the Web — Today’s Best Practices

Have you been putting off making needed changes to your website copy? Not sure what will make the most impact? Need some detailed feedback?

Of course, you know that your website forms an essential part of your organization’s marketing. It needs to deliver compelling content that your readers eagerly engage with. The words and pictures have to jump off the screen and meet your readers where they are. But actually cranking out that copy can sometimes be a challenge.

This webinar will offer you plenty of tips and techniques to make sure your content is web reader-friendly, while it stresses your community impact.

Takeaways:

  • 3 planning fundamentals that help you get the results you want
  • What you need to know about today’s web users
  • How to ensure website usability & accessibility
  • Intro to Search Engine Optimization
  • Recommended resources on the web

Continue reading

Chronicle of Philanthropy: Keep Jargon Out of Fundraising Appeals

One recent morning a very interesting email came across my desk. It was from a reporter at the Chronicle of Philanthropy: Could I offer any words of wisdom about jargon in nonprofit fundraising appeals?

Hmm…where shall I begin?

My thoughts, combined with those of other experts in the field, came out in an article published earlier this month. While only subscribers can read the full text, you can start with this excerpt:

Stakeholder. Leverage. Consensus building. Paradigm shift. These are just a few of the words and phrases that drive some communications experts crazy when they pop up in fundraising appeals.

Such jargon tells potential donors next to nothing. And as people’s attention spans grow shorter, a direct-mail letter or an email littered with such phrases may fall flat with the people you want to reach.

Jargon often creeps into fundraising appeals because the authors become too comfortable with office parlance. They forget to think about whether people outside of the organization will understand the letter, email, tweet, or Facebook post. Continue reading