Don’t Write Your Next Appeal Letter
Let Your People Tell Your Story Instead
Give yourself permission to try something different on your next appeal letter. Skip the flowery language telling your constituents why you need and deserve their support, and instead SHOW them the impact you are making and why you are vital. Reviews and testimonials from real people are so powerful and well received these days. We crave that authentic connection! So rather than writing yet another appeal letter, leverage visual storytelling and engage your constituents about WHY they should support your cause and WHY it is vital.
The Objective
For its annual fundraising appeal, The Putney Public Library wanted to demonstrate the wide-ranging impact of the library while engaging their constituents and fostering connection to the organization.
The Concept
I wanted to put the humanness of the library’s patrons and staff front and center with vibrant and honest portrait photography as well as rich quotes about the library’s impact.
The Process
In collaboration with the library, we selected a cross-section of patrons that I interviewed about their relationship with the library. The interviews were open ended and exploratory, often lasting more than 30 minutes but ultimately distilled down to a single quote. Following the interview, a short portrait session was undertaken with each subject. The goal of the portrait was to authentically present each individual to their fellow patrons and community members.
The Result
The appeal was a smashing success in many ways. Yes, it achieved the all-important financial milestones, but it also educated constituents on aspects of the library they may not have been aware of. It connected them to other library patrons and staff, and elicited pride in their community. In addition, the remittance envelope posed the question to all constituents, “Why is the library vital?” The feedback received was a huge bonus for the library in better understanding how their community feels about them.
Feedback
From the Putney Public Library’s board chair, Janice Baldwin:
“We've only had positive feedback with patrons loving the brochure. Today, a long time patron said that, "it really got me and I contributed right away." I've heard feedback in particular that folks felt they got to know the library staff and community better. Overall, it was very well received.”
“Working with you was a dream. You took an idea we all agreed on for the project and turned it into a reality; you worked seamlessly with our graphic designer and met every deadline. You made the interviewees feel comfortable and put in a lot of time transcribing some difficult conversations. I especially appreciated your willingness to check in weekly, and keep to an ambitious schedule. Because of that, we were able to mail the appeal earlier than ever before and it was the first or among the first to arrive in people's mailboxes. “
Why is your organization vital? What would your people say?
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Let’s map out a campaign that fosters connection, engagement, and giving.
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“The library is a showplace for books, but it is also a show place for all of us as citizens of Putney. Everyone has a story, everyone has talent, and everyone has skills
Programs at the library give our community members a platform to share who they are and what they are passionate about, and they contribute that to us without necessarily knowing the gift that they are giving us.
The programs offer an opportunity to have conversations that are meaningful and purposeful and personal. An opportunity for people to have a deeper experience in understanding what gives them great satisfaction in their lives.
The true impact of what happens here are shifts in the way people think about things, or finding answers to questions that they may have been grappling with for years.
There's as many possible library programs as there are people in this town.”
-Paul LeVasseur
“The library is a place where you can experience so many different things without having to buy anything. So much of the media and information we consume is online so it is really refreshing to come in and hold something in your hands, take it home, spend a quiet moment with it, and explore it for yourself.”
-Emily Moore
“The library is vital because it’s a shared space that was designed and built by hands that live here. It’s vital because it contains history and ideas and questions and people who wonder. It’s vital because many of those questions are unanswered and it is a place to chase unanswered questions or alluring ideas.
It doesn't matter who you are, there's a place for you here.
It doesn't matter what you need. You can find it or someone can help you find it.
This library has all kinds of ways to wonder, explore and find.”
-Susan Hessey
“The children’s room at the library serves as a great foundation and a great gateway to creating healthy people who know themselves, are empathetic, and are involved in their community and well versed in the world.
It’s not just for kids too! The breadth of materials that we have, from the most basic board book to very sophisticated non-fiction books can also really speak to adults.
There’s a saying in the library world that if you want to learn something new, read it in a kid’s book.”
-Julia Von Ranson
“(As) a Japanese man who doesn’t speak English well, the library is not just an institution… or a beautiful building; (this library) has a voice for me. (It tells me that) I am welcome, I can reach for many books and learn about biology and evolution, I can present a program, and attend story time. Everyone is friendly and really listens to me and treats me in an equal way. This library gave me the opportunity to be part of a community.”
-Takeshi “Ogi” Akaogi
“The library is my favorite place in Putney. I really like the quietness and the feeling of other people reading. I always feel very relaxed here.”
-Luke Lynch
“The library is a technology lifeline for me that keeps me connected to the work I do and the people I work with.
I don't have an internet connection where I live. For years I have practically lived at the library, it was my office.
I need the internet and email for my work on the conservation commission, for the wetland committee, and for East Putney Community club and Pierce’s Hall.”
-Ann Kerrey