Not sure why nonprofits do this…

The teaser on the outer envelope is “Share hope this summer.” And the subhead is “See inside how you’re making an impact for neighbors like Ken.” There’s also a photo, presumably of Ken.

This says practically nothing to a potential donor. It’s soft and mushy. It’s vague and abstract. And it fails to present a problem the donor can solve.

In this case, the problem is real and specific. It’s life or death, in fact. People who are homeless will suffer and die in the searing heat of the summer, especially with temperatures soaring above 100 degrees.

That’s what we’re talking about here. That’s the problem, and “Share hope this summer” doesn’t begin to cover it.

The letter copy also avoids the problem. It opens with Ken’s story about how he’s homeless and how his skin condition is worsened by the heat, then shifts to, “The high temperatures of summer can make life without shelter dangerous. You can make a profound difference for our neighbors with a generous gift of $10, $15, or even $20 today.”

“High temperatures can make life dangerous” isn’t a specific problem, and “you can make a profound difference” isn’t a specific solution. What will my $10 do? Nowhere in the letter does it say, other than bland phrases like “providing critical services and programs.”

So, why do nonprofits do this? Maybe they’re afraid of being criticized for “saviorism” or “othering.” Maybe they don’t want their appeals to be a downer. Maybe they think talking about a problem somehow overshadows the good work they do. Maybe…who knows?

The reality is that not presenting a problem to donors results in soft, mushy appeals that just make donors shrug. You want appeals that are direct and to the point, because they make donors react. See more about this here.