OOPS!

Here's 4 mistakes you don't want to make:
1. Basing your marketing message on your mission.
If the first message people see on your web site is you mission, as written for your board, you might want to revisit that. Your donors want to help you execute your mission. Tell them exciting stories and needs that will actually impact change. If it's saving the Banff Springs Snail in Alberta or building a shelter for women in St. John's -- your supporters are keenly interested in doing.
2. No instructions on how to get involved.
Some call it the "call to action" others call it the "offer." What is means is that after they have read a compelling reason for your work they will also clearly understand what you want them to do. CLEARLY. Whether it's write a petition, go on a trip, volunteer, give money, tell your neighbour, call -- in clear and succinct words tell them exactly what to do. (some fund raisers have discovered a lift in response by adding: "Tear here" to the perforated return device.)
3. Multiple messages. It is not more cost effective to tell your donors everything in one encounter. That's like a date where you talk without a breath about you. Identify your key messages and stick to them. It's a business model. Promote your core business. It will bring growth. Building your campaign so that there will be "something for everyone" will build confusion.
4. Budget. Growing your support base and cultivating long term relationships is not happenstance. It requires a budget, good planning and the consistent execution of a plan. In some situations, we are able to increase the overall revenue of an organization by simply establishing a strong case for support and a regular fund raising calendar. Rocket Science? No... but few of us are going to the moon.
(Thanks to Stacy Jones for her excellent article in The Philanthropy Journal.)