Two kinds of ads, from The Monday Morning Memo, at Porcupi and Rhinoceri:
- A weak ad is a bloated little porcupine. It attempts to make too many points, and none of them very powerfully.
- A powerful ad is a charging rhinoceros. [It] drives a single point through one side of your house and out the other with all the momentum of a freight train.
A lot of fundraising acts like a porcupine: It tries to tell people a lot of little things. It assumes that if donors just acquired enough facts about the organization, they’d want to donate.
Now and then, you see rhinoceros fundraising. It’s bold and big, and says just one thing with a lot of power.
That’s what works.
Jeff 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.
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