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‘Tis the time of the season for engaging the Salvation Army bell-ringers in full force at supermarket and department store entrances. You can’t miss the tone of their distinct kettle bells from the parking lot. Their staff and volunteer army deserve a great deal of credit for braving the cold to raise funds for those who are less fortunate.

Another effective fundraising avenue is through direct mail. You might receive these promotions in your mailbox from international charities, children’s aid organizations or from local homeless shelters or soup kitchens. I donate to one such organization.

They send out their monthly eight-page newsletter showcasing what the donations have done for lower-class poverty victims who live in fear and with very little hope. It explains how the funds help build wells and teach the poor to fish for themselves. It also testifies to changed lives because of changed hearts.

It’s a great cause started by a founder with a vision bigger than himself. The organization promises that one hundred percent of all donations get to their destinations and none gets siphoned back to pay for administrative costs. They have been certified as one of the “Best in America” by the Independent Charities of America. And donors have a choice of a dozen outlets to direct their contribution.

So after browsing through the latest newsletter I decided on one action step: I round filed it.

The main reason being after reading twelve issues of this newsletter, there’s no difference between the first one – and the latest one. They all read about the same. It’s like watching a movie for the twelfth time. It drags because you know what’s coming next.

Sure the names, faces, and situations are different. But the stories all sound similar as if penned by a writer thousands of miles away from the comforts of her living room. I’d rather read the real stories from the local victims’ mouths. They’re the ones who can identify their suffering – but also share their joy of a life-changing gift better than any long distance staff writer.

If you’re involved in writing or editing a fundraising campaign, try avoiding this sameness trap. Your subscribers will grow weary of these similar messages that lack heart and soul. Your donors will appreciate the full spectrum of your cause when they can sense the width and depth of how valuable their donations have become in the life of another human being. They want to know they’ve made a significant difference.

Here are three quirks to eliminate, which show donors they are that difference:

1) Please don’t patronize me. Donors already know how much their donations have meant. They don’t want or need to be reminded of it again and again in each article. Phrases like “Bless you,” “I’m grateful for,” and “Thank you” loses their meaning when overused.

2) Stop photo abuse. For reasons of anonymity, some stories may need to use a photo that’s not connected directly to that story. But if 95% of the pictures in your newsletter are stock, generic photos, what you create is a quick disconnect with readers. They’re wondering: If this isn’t the real family my money is helping, just who are these people in this photograph?

3) Please don’t sell me. If you try to sneak in the idea that this one gift for $110 is inexpensive – that’s just your opinion. By the way, who’s scale are you using to make such a conclusion? Insulted readers will discount your article in a flash. But if you show me reasons why this $110 gift is a bargain, now you’ve got my attention.

Writing successful fundraisers and seeing donations pour in can be huge for your organization. Your generous donors give with their heart and soul, and they also want to be touched by heart and soul stories. Give them that love, and in return, they will partner with you in your cause.