Why your job is to get donors to talk to themselves.
Your job is not to come up with words and images that will persuade or convince people to give.
Instead, your job is to come up with words and images that will inspire people to persuade or convince themselves to give.
You cannot make people do anything.
Inspiring self-talk is the key.
It’s only when people talk to themselves that they make decisions.
Therefore, your job is to engage donors in a way that inspires self-talk that makes them feel good.
The right kind of engagement at the right time will make your job easier.
After they convince themselves to give, you’ll just have to facilitate the transaction.