The Annual Giving Exchange

Most people decide whether or not to open a direct mail appeal within seconds of pulling it from their mailbox.

Take too long to explain why you’re calling and, chances are, you won’t get that pledge.

Require more than two clicks to get to the online giving form, and that donor may find himself with something better to do.

You’re busy and so are your supporters, so make sure you know what you’re asking for and why.  Keep it simple.  Be concise.  Less is more these days, even in annual giving.

Entrepreneurs rehearse “elevator pitches” to describe their big ideas to investors in 30 seconds or less.  The internet underscores the importance of brevity for all of us.  Twitter users post over nearly 4.5 million tweets every day, each using less than 140 characters.  Long letters and wordy phonathon scripts won’t help you get through to your donors anymore.

When is the last time you rehearsed your elevator pitch?