Using the Right Words

Small nuances in language can have a big impact on the effectiveness of our planned giving marketing efforts.  Here are two examples, both courtesy of Jeff Brooks, who pens the Future Fundraising Now blog: An online test revealed that using the word ‘my’ instead of ‘your’ in the call to action resulted in a 90% [...]

Asking by Caveat

by pfreedman on May 15, 2012 · 6 comments

Recently a client shared with me one of her favorite methods of broaching the subject of a gift commitment with a donor.  She always starts with “I wouldn’t be doing my job if  . . . I didn’t ask whether you would consider including XYZ Organization in your will.”

According to Charles H. Green, author of trust-based selling, this technique actually has a name.  It’s called a caveat.  Caveats acknowledge all of the negative consequences of what you are about to say.  By speaking them out loud, you rob them of their power.  Because you are the one taking responsibility, the other person feels relief.  Here’s another example:  “If this is not the right time, please say so.”  Do you have another you’d like to share?

 Phyllis

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{ 6 comments }

Jim Heckman May 16, 2012 at 12:50 pm

I often use “Something I ask everyone who has been a loyal donor like you…”

pfreedman May 16, 2012 at 2:03 pm

That’s a great one, Jim! Thanks for sharing it.

Phyllis

Greg Warner May 16, 2012 at 3:31 pm

Sometimes it’s good to cite a higher authority such as “my director suggested I ask you…”

pfreedman May 16, 2012 at 4:11 pm

Love it!

Greg Lassonde May 17, 2012 at 3:40 pm

After a short profile of long term strategy and direction, “We’re asking all of our long term supporters with a heart connection to ABC if they would consider making a legacy gift through a bequest or in some other way.”

pfreedman May 17, 2012 at 5:45 pm

Hi Greg
Thanks for the idea. It’s a great one!

Regards, Phyllis

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