Long enough, and no longer. There! That was a quick post.
I just realized that I’ve referred many a time about telling quality stories, but haven’t gone into a lot of detail on how.
So that starts today with length of your story. I like this topic partly because I get to quote Jeff Brooks’ Fundraising’s Guide to Irresistible Communications:
“I’ve tested long against short many times. In direct mail, the shorter message only does better about 10 percent of the time (a short message does tend to work better for emergency fundraising).
But most often, if you’re looking for a way to improve an appeal, add another page. Most likely it’ll boost response. Often in can generate a higher average gift too.
It’s true in email as well, though not as decisively so.”
In addition to emergencies, I’ve personally found shorter to be better with appeals where urgency is a main driver (e.g., reminder of matching gift deadline; advocacy appeals tied to a specific date) and institutional appeals like a membership reminder.
Other than that, length is to be sought, not avoided.
This is counterintuitive; smart people ask why our mail pieces are so long. And it’s not what people say themselves. There is a recent donor loyalty study from Abila where they indicate that only 20% of people read five paragraphs in and only seven percent of people are still reading at the ten paragraph market.
Here’s a tip: if you are reading this, this data point is probably not correct.
The challenge with this data point is that they didn’t test this; they asked donors. Unfortunately, donor surveys are fraught with peril, not the least of which is people stink at understanding what they would do (much better to see what they actually do). We talked about this when talking about donor surveys that don’t stink.
Other questionable results from this survey include:
- Allegedly the least important part of an event is “Keep me involved afterward by sending me pictures, statements on the event’s impact, or other news.” So be sure not to thank your donors or talk to them about the difference they are making in the world!
- 28% of people would keep donating even if the content they got was vague, was boring, talked about uninteresting programs, had incorrect info about the donors, and was not personalized. Unfortunately, I’ve sent these appeals and the response rate isn’t that high.
- 37% of donors like posts to Twitter as a content type. Only 16% of donors follow nonprofits on social media. So at least 21% of people want you to talk to them on Twitter, where they aren’t listening?
So length can be a strong driver and should be something you test. But you want the right type of length. Avoid longer sentences and paragraphs. Shorter is easier to understand, and therefore truer.
Instead, delve into rich detail. Details and active verbs make your stories more memorable. And that helps create quality length, and not just length for length sake.
And don’t be afraid to repeat yourself in different words. Familiarity breeds content. It also helps skimmers get the important points in your piece (which you should be underlining, bolding, calling out, etc.).
This may not seem like the way you would want your communications. Remember, you are not the donor. Especially in the mail, donors who donate like to receive and read mail. Let’s not disappoint.
After posting this, I heard a great line in Content Inc that stories should be like a miniskirt: long enough to cover everything it’s necessary to cover, but short enough to hold interest. So I had to add that as well…