Big Duck is a resource for non-profits that helps with the strategy, writing, design, and overall communication for organizations. Their blog — Duck Call — is one I find useful in so many ways. It’s succinctly written, and their tips for effectively running a non-profit or campaign feel attainable. I found this recent entry entitled “One simple tip for writing your year-end appeal” to be particularly helpful, and I wanted to share it with you…
Basically, the point of the blog entry is “who cares?” Who cares why you’re speaking up for animals? Who cares why you think people should donate to your efforts? Who cares why you are advocating for veganism? Who cares what’s happening behind closed doors to animals?
The blog entry focuses specifically on effectively writing a year-end appeal, using the question,”Who cares?” as the starting point to pin down why people should care enough to donate to your cause. But really, this can be applied to just about any aspect of your activism. Here’s what the blog entry’s writer, Dan Gunderman, had to say:
Why do you care? Free associate. List all of the reasons. Keep free-associating until you get to the heart of it. Some of your answers will be logical, some emotional, some academic, and some downright visceral. Write down everything that comes to mind, even reasons that may seem ridiculous or bad. There are no bad ideas in a brainstorm. Spend at least 30 minutes free-associating about why you care.
Set your list aside for at least an hour. If you have time to leave it for a day, even better. The important thing is that you come back to it fresh.
What stands out? What is immediately compelling? There’s your hook.
When crafting your message and your talking points, figuring out “who cares,” and why, can result in a win.