How to give great feedback for stronger fundraising

Chances are you at some point need to offer feedback on fundraising writing. It’s your moment to make the project better.

Or worse.

The sad truth is, a lot of feedback leads to weak fundraising. That’s not what anyone intends, but it happens all the time.

One of the reasons for this is that giving useful feedback is difficult

Here’s some help from the Articulate Marketing Blog, at How to edit: constructive vs. non-constructive feedback.

Do these things in your feedback:

  • Don’t ask vague questions. Your job is to improve the text, not argue with it. If you see that something needs to be more specific, so specifically that, like: Needs a concrete example, such as what kind of suffering the puppy will go through. Don’t react with one-word questions like Why? or What? That doesn’t lead the writer toward improvement.
  • Don’t ignore anything positive. Remember that you are communicating with a person. As with any conversation, things are much more clearly understood and accepted when criticism is mixed with compliment.
  • Google it. It’s not uncommon that you come across questionable facts when you evaluate writing. Rather than say not true or otherwise argue with it, give the correct facts. Don’t hand the writer a puzzle to solve.
  • Don’t give structural feedback from the technical expert. Technical experts should make technical comments. Not “how to write” comments. Their “how to write” comments are almost certainly wrong.
  • Don’t have too many cooks. The fewer people involved, the stronger your fundraising will be.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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