Here’s a simple fact: Like us, our donors live in a fast-paced world where every second counts and attention spans are shrinking. That’s why brevity is especially important in donor communications. With individuals being bombarded with messages from all directions, short, direct, and compelling messages stand out. Let’s delve deeper into the rationale behind this and touch upon some insights from recent research.
1. The Busy Donor's Dilemma
Your donor is swamped. Between personal commitments, professional tasks, and the constant ping of notifications, it's not just their money that's valuable—it's their time. Sending lengthy, wordy communications can quickly deter an otherwise eager donor. If they need to sift through paragraphs to understand the essence of your message, they might skip reading it altogether.
2. The Power of Brevity: Research Insights
A recent study published in the Journal of Marketing Research (accessible here) sheds light on the impact of message length in the context of donor communications. The findings underline that:
3. Brevity as an Art and Skill
As noted above, being concise doesn't mean stripping your message of emotion or impact. It’s about trimming the excess and focusing on what truly matters. Aim for:
4. Tailored Messaging
While brevity is crucial, personalization shouldn't be overlooked. In addition to tailoring messages to individual donor interests, a shorter, personalized message makes the donor feel seen and appreciated. This leads to a more profound connection.
Not only are concise messages more effective in delivering the desired message to a donor, but there is also a knock-on effect related to trust. When an organization respects a donor’s time and delivers information in a concise manner, it instills the sense that the organization values their time, strengthening the relationship and opening the door to continued engagement. Be one of the organizations that demonstrates you value your donors' time and reap the rewards!