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
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?