Archive for May, 2008

May 31, 2008: 11:10 pm: adminMarketing Info

If you are just starting out online, you will be constantly on the lookout for internet marketing tips. You want to know the quickest way to get your business going and you don’t want to have to buy hundreds of e-books to get the information you need.

The problem is that your search for tips can leave you overloaded with information. You’ve probably already signed up for every newsletter out there. Although there are many good free email newsletters available, you’ll soon find yourself swamped with advice - some of it conflicting.

And you’ll find that every marketer and his dog is offering you the best product and in fact you may open your inbox to find that 20 people are trying to sell you the same thing at the same time!

So how can you choose the best way forward? The secret is to focus. Find something which is not too complicated - something which you feel comfortable doing. Look for a method which is working for other people and then concentrate your efforts on that, until you have achieved your first goal, which could be something fairly modest like $200 a week.

Some areas in which other people are making money are: creating and selling digital products, selling goods on E-bay and affiliate marketing.

E-books, audios and videos can be created easily and cheaply and once they are set up online, can be downloaded automatically as soon as the customer pays. The downside is that they take time to produce and you’ll need to do a fair bit of market research beforehand to make sure your product will sell.

E-bay is an increasingly popular way of making an extra income, but does require buying products and then posting them once they have been sold.

Affiliate marketing is probably the easiest starting point for anyone who is new to the internet. Someone else has done the market research and produced the product, the sales letter and the marketing materials. One of the best internet marketing tips is to focus on someone who is successful, learn from them and track your results. Once you are successful with someone else’s product, you can apply the same internet marketing tips to your own digital products.

© Waller Jamison 2006

Waller Jamison is a careers advisor and website owner. For more information on the techniques mentioned in this article go to: Internet Marketing for Beginners

: 4:22 pm: adminMarketing Info

Before working with a new client on their marketing plan, I always ask them to review the sales generated for the previous year and they are often surprised to see that their sales are supported in large part by repeat customers. On average, repeat customers contribute 60% of annual revenue to companies but marketing campaigns are often focused on getting new customers. Businesses spend $1 retaining clients for every $5 spent attracting new customers. Once you’ve secured a new customer what are you doing to convert them to loyal customer? There are many tactics that make marketing to your repeats clients easy, affordable and effective—here are some that have worked for me.

Be Generous

Develop a loyalty program for frequent buyers. It can be as simple as offering a special “friends only” discount, especially if yours is a highly price sensitive business. Maybe you offer, and get credit for, complimentary products or services. Recently while dining in a wonderful and pricey restaurant, the owner personally selected and sent to our table a fabulous complimentary dessert. Although the dinner was still very expensive, we felt quite special and will continue to be loyal customers.

Be Thoughtful

Send a handwritten note to every client at least once every six months. If you see their name in the press, send a note. If you see an article about their industry, send it along with a note. Let them know you’re thinking of them, and be sure to include your business card.

Be Loyal

Be a good customer to your clients by using their services and products when possible. And be a good friend by referring others to your clients—you’ll probably see more referrals coming your way, too. Some people join networking groups to increase word of mouth marketing but I’ve always found that supporting my clients through active referrals is a great way to stay connected. They always call to say thanks and I have another opportunity to touch base.

Be Consistent

Send a newsletter or e-letter on a regular basis. This is a great way to stay in touch with your current clients as well as pitch prospective customers. Clarity of message and consistent production are important in getting credit with clients. If you don’t have someone on staff that can handle this, outsource it. Each issue of our monthly newsletter generates calls and emails from our clients, and most importantly, we receive business. Bottom line, it works.

Be a Good Communicator

I’m amazed at how often our existing customers don’t know about new services that we offer. Most businesses continue to evolve but sometime we forget to let existing clients know how our growth translates to new solutions and benefits for them. Last year when we launched a new service we developed informational marketing materials and sent them only to companies we had worked with in the last five years but had been inactive for more than six months. The sales generated a healthy return on investment but the lesson we learned was more valuable…clients can’t buy if they don’t know what you’re selling.

Claudia Trusty develops strong marketing and branding messages that drive results for small and mid-size companies. For twenty years Trusty and Company has produced communication solutions for clients in retail and service industries. Visit them on the web at
http://trustyandcompany.com/.

May 30, 2008: 11:14 pm: adminInternet Travel Resources

Although Crohn’s Disease is a difficult disorder, you should not keep yourself from living the best life possible because you suffer from this disorder. You should continue in your life as you would without Crohn’s, although a few more precautions may be necessary. When traveling, this will ensure a smooth and enjoyable trip.

The first thing you should do, whether you are traveling abroad or close to home, is locate a doctor in the area you will be visiting. There are several organizations available to utilize in your search or you can simply ask your doctor for referrals.

If you are taking prescription medication, you should be sure to take plenty for the duration of your trip. You should also keep it with you when you travel on the plane to avoid it being lost in the heaps of luggage. Always keep your medication in its original container and a typed statement from your doctor regarding what medications you are taking and what they are for. You will also need to get copies of all of your prescriptions, including foreign names, in case you have to refill them abroad. However, you should avoid this by carrying enough medication with you, as filling prescriptions in other counties can sometimes be difficult.

A common ailment among travelers to less developed countries is known as “traveler’s diarrhea”. This can be especially dangerous for sufferers of Crohn’s Disease and special care should be taken to avoid it from occurring. Basically, traveler’s diarrhea occurs from the ingestion of water or food that is not as stringently processed as in the United States. Steps that should be taken include being very careful about what you eat or drink; do not drink water unless you boil it; avoid drinks made from tap water, like tea or juices that may have been mixed from concentrate; use bottled water to drink and to brush your teeth with; avoid ice, ice cream, and uncooked fruits, vegetables, and meat; avoid diary products as they may not be pasteurized; and do not eat any questionable food. If you become affected with traveler’s diarrhea, take an over the counter medication and be sure to intake plenty of fluids to avoid dehydration.

Also watch for signs of a medical emergency, such as high fever or chills, which may be a sign of infection; profuse rectal bleeding; extreme abdominal pain; dizziness; or dehydration. If any of these occur, seek medical attention immediately.

Sarah is an acclaimed writer on medical matters, and has written extensively on the subjects of Attention Deficit Disorder, Bird Flu and Crohn’s Disease.
For more of her articles, go to http://www.imedicalvillage.com now.

http://www.imedicalvillage.com Click here now and read more of her articles.

: 3:40 pm: adminAds + Plugs

This question about the best Adsense affiliate earner is prompted by one of the most popular products online today, and that is lists of the most valuable Adsense keywords that will attract ads that will earn you the highest amounts when people click on them.

Everybody knows that there are some clicks that can earn as much as $100 for one single click. And many people assume that the best Adsense affiliate earner has to be a person who really concentrates on these most valuable keywords that attract those really valuable keywords. The truth will shock you.

For starters it is important to realize that valuable keyword phrases are not guaranteed to attract the high-paying ads that you seek. There are quite a number of other variables that go into making the decision of which site will carry which ads. The most common thing you will find amongst the best Adsense affiliate earners is that they all usually focus on constantly increasing their traffic and the quality of their sites more than on valuable keyword to attract the highest paying Adsense ads. Interestingly enough, these popular Adsense valuable words lists are mostly used by best Adsense affiliate earners in making decisions over which new sites to establish.

Learn more about the best home business opportunity from a blogger who rakes in thousands of dollars… and growing from their home business. Also get the bloggers’ amazing free report How I used only free articles marketing to get thousands of hits daily at my site.

May 29, 2008: 1:15 pm: adminEducation Info

Those who did not have a chance to pursue or finish their education will likely be faced with the necessity of doing so many times in their life. The most common issues that often keep an individual from getting a degree have to do with cost and time. Luckily, online learning venues and career colleges are two options that work with individuals who have circumstances that make traditional college unfeasible. Online and career colleges allow one to fit learning into their schedule and earn a degree from a focused curriculum. Plus, the majority of these programs only require a highschool diploma in order to enroll.

These days, one can hardly get a foot in the door for employment without some type of degree in hand. This makes obtaining an education essential if one plans to have a solid professional career. Even if one has been in an occupation for years, most employers still expect workers to have the appropriate qualifications in order to advance to new positions. For companies, hiring well trained and knowledgeable employees keeps things running smoothly and is a cost effective move that ensures their bottom line. For some, this can mean staying in the same position for an indefinite amount if time or exploring their options for education.

: 5:44 am: adminEntrepreneurs

Packing for men is a more difficult task than packing for women. The size of their clothing, and all that cotton seems to make it a more complicated. I begin by lining the bottom of the case with underwear. The underwear has been packed inside a packing cube so my husband doesn’t have to “unpack.” He just places the cube in the hotel drawers. The packing cube also levels out the bottom of the suitcase where the bars for the pull up handle are stored. Then I’ll use a shirt packing case or organizer. These are made by several manufacturers and consist of a form that you can fold a shirt around (similar to the way shirts are displayed in department stores.) These will keep the shirts from wrinkling by securing them neatly so they will not move about in the suitcase. I then stuff my husband’s shoes with his socks. I place the shoes in shoe covers to protect the clothing and then these are put around the perimeter of the suitcase. I also roll up some sweatshirts and shorts for casual wear or to use in the hotel gym.

I use a leather case for his shaving and toiletry needs. Anything in an aerosol can I will pack for him keep in his carry on case. The leather case has a water resistant lining because I know that many bottles and containers can loosen in travel. This case is also placed around the perimeter of the case. I pack his slacks on hangers, laying them out the long way so they are folded only once. Packing with hangers avoids the need to re-hang them on the hotel hangers once he’s arrived in his room. The shirt holders can go directly to the bureau drawer along with the packing cubes that have filled with his underwear. I also tuck a small folding laundry bag inside the packing cube.

When he needs a sports jacket or a suit I will pack in a garment bag. He has two different sizes, depending on the amount of jackets he is taking. I have never found a way to fold a jacket in a suitcase without it needing professional pressing when he arrives at the hotel. One of his suitcases has the garment bag inside the case. Whenever I do pack a jacket or suit for him, I’ll pack a travel steamer. They have dual voltage so they can be used around the world, and they will use any type of tap water. My husband has found it quick and easy to use the steamer whenever it’s necessary to remove the slight packing wrinkles.

Secure the suitcase with a TSA approved lock and he’s on his way.

Maxine Greco has worked in luggage and travel industry for over 35 years. She is now currently atVillage Luggage & Gifts

May 28, 2008: 9:09 pm: adminFiesta World

When I was sixteen, during the Civil Rights era, as part of a one-way student exchange program (from the inner city of Detroit to suburban Traverse City, Michigan), I lived with a white family. This was part of an integration initiative. (For me, it was an escape from the drugs taking over my neighborhood and some other demons in my life, but that’s another story.) The mother of the family was also an artist, a sculptress, who encouraged me to write when she saw my love of the written word. Her name is Verna Bartnick, and when she prophesied that she saw a writing talent in me, I wasn’t so sure. After all, if, at the time, I had told my family I wanted to be a writer, they would’ve laughed and said, “Go get you a good job.” Well, as life rolled around, and I went to college, then became a social worker for the next twenty-three years, while raising 3 children, I used to wonder, when was my literary destiny going to begin?

Ironically, by the time my writing did emerge, I had buried my mother and become a grandmother, two milestones, which forced me to take action and realize how transient this life is. From living, I gleaned many things about my journey, but this is one thing I can’t say enough noweverything I learned about building multi-faceted characters I learned as a social worker.

These are ten tips for building multi-faceted characters.

1. I learned that babies will die from maternal deprivation if a process called bonding does not take place. From that I’d like to make an analogy. I learned that, as a writer, you must make your reader bond or emotionally connect to your character or your characters will die from reader deprivation. You do this through reader identification, emotions and loyalty. The reader will then begin to root for your main character(s.)

2. Even a “crackhead” has redeemable qualities and a motivation for what led to him or her becoming a substance abuser. Give your villains (or antagonist) a
motivation, a past, and some good traits. Also, I learned, just like in life, that in fiction the best lines can come from bums and street corner “psychologists.” In my novel, No Pockets in a Shroud, these are gems spoken from my character Poor Boy, an alcoholic derelict.

“When you don’t love someone, you just don’t love them. They can be ever so nice to you, but you can’t make yourself love them. And vice-versa. I been in love both ways. The kind where I didn’t love someone back, and the kind where the other party was just using me. I know this is sad to say, but graveyard love done killed a many people. Got more people in the cemetery than cancer.”

3. Also, just like in life, in fiction, being good is not all it’s cracked up to be. It’s
easier to do the wrong thing. The person, such as a “do gooder” social worker, who tries to do the right thing, has the hardest struggle. Show this in your characters, particularly in your protagonist or main character. Fiction is about struggle and the fight to do good in a world filled with evil. Good intentions are generally what lead to conflicts in books. For example, a good mother, with well-meaning intentions, can overprotect her children, creating followers and people who make bad choices.

(So if your main character is a goody-two shoe, give her a critical flaw.) On the
other hand, sometimes you can use the bad guy as the lead character. They seem to inspire a lot of admiration from ordinary, law abiding citizens. Remember how in The Godfather, more people loved the Godfather than they did Fredo, his wimpy son, who was not a murderer? So don’t rule out using anti-heroes as your lead character.

4. Things happen to people that can either build their character early in life or destroy them. One teenage mother can go on to become a lawyer; another will drop out of high school, become a welfare queen or substance abuser. One child can grow up with a schizophrenic parent and go on to become a self-fulfilled adult; another can grow up with a silver spoon in his mouth and become a serial killer. A character’s backstory is important, but it doesn’t always determine what kind of person he or she will become. The best early life experience does not always produce resilient, tenacious people, nor does the worst early life experience always produce bad people. That’s why it’s often said that hardship builds character.

5. Life is often about compromise. Don’t give your books neat little happy endings. In my novel, No Pockets in a Shroud, Nefertititi reunites with her birth daughter she’d had as a teen and placed for adoption at birth, but she pays the price of always wondering what would have happened had she opted to raise her child at a time when society was merciless to “unwed mothers.”

6. People generally grow during downward spirals. The worse life experience can sometimes turn out be the best thing that can happen. The grandmothers who had to take in crack grandbabies often looked younger than their crack daughters and were really better mothers the second time around. Hitting rock bottom is often where people grow or discombobulate. Put this in your fiction.

7. Show the dark side of your characters; this adds to complexity. How about a
man who works with children, then goes home and batters his wife? People are full of contradictions. Or, the flaw could be more subtle. Perhaps look at how people get stuck in bad relationships and refuse to move onthat is, until something happens (the death of a child) such as in Anne Tyler’s novel, The Accidental Tourist, which forces the characters into action.

8. The line between life and death is tenuous. I buried AIDS babies and Down
Syndrome babies. I witnessed the after results of murdera man had killed his
wifeand I had to place the children. Capture this dichotomy between life and
death in your fiction.

9. Life is full of stories. My foster mothers used to tell me stories. My clients told me stories. My clients’ families called and told all the “family skeletons.” I learned that everyone had a story. Everyone had a secret. Show me the inner life of your characters.

10. The Ten Commandments were written because man is essentially in need of God. How different men find their spirituality can be a rocky road such as Paul on the road to Damascus. Take me, as the reader, on this journey. Walter Mosley does this in Always Outnumbered, Always Outgunned, as we travel with Socrates, as he redeems himself for the murders that he committed earlier in life.

Dr. Maxine E. Thompson is an author of The Ebony Tree, No Pockets in a Shroud, A Place Called Home and Others. She provides ghostwriting services, story editing, and other services at www.maxinethompson.com. She is an Internet Radio host on www.voiceamerica.com, www.artistfirst.com and the owner of the www.maxineshow.com. You can sign up for her free newsletter at www.maxinethompson.com

: 10:12 am: adminFiesta World

Sterling silver jewelry is synonymous with class and style in the world of fashion. Its versatility and flexibility make it a welcome and useful addition to any person’s wardrobe. Sterling silver jewelry epitomizes classic simplicity in itself, but as the setting for gemstones or combined with other precious metals, the aesthetic value it lends to the wearer is inestimable.

Pure silver by itself is too soft and would not be practical for jewelry and other ornamental objects. Sterling silver is made when another metal, such as copper, is added to the silver to make it hardy and tough. So while it is not as sturdy as stainless steel, sterling silver jewelry is nonetheless very durable and long-lasting. That is why a wide array of rings, necklaces, bracelets, cuff links, belt buckles, body jewelry and more are made from sterling silver.

All sterling silver jewelry is marked as such, and sometimes the name of the designer or manufacturer is engraved on the piece. It is a highly reflective precious metal whose simple yet elegant look is appreciated by both the young and old, the famous and not-so-famous. Some celebrities adorned with sterling silver jewelry on television or in magazines include actresses Gwyneth Paltrow and Kristin Davis, musician Sheryl Crow, and hotel heiress and budding thespian Paris Hilton.

Certain maintenance measures need to be taken to care for sterling silver jewelry. To prevent unsightly tarnishing, it should be washed with water and a mild detergent after it is worn, and since it is softer than some other precious metals, abrasion and shock to the piece should be prevented to avoid scratching or marring its surface. In the event that tarnishing does occur, sterling silver jewelry can be polished to restore it to its former sheen.

Whether your dress of choice be casual jeans, practical office attire or a slinky, little black dress for a night out on the town, sterling silver jewelry is the perfect accessory. It adapts easily to all fashion trends without sacrificing the wearer’s personal sense of style. Its allure remains undiminished as it continues to evoke the idea of simple luxury.

About the Author

For more information on jewelry and gemstones, we cordially invite you to visit www.morninglightjewelry.com to pick up your FREE copy of “How To Buy Jewelry And Gemstones Without Being Ripped Off.” This concise, informative special report reveals almost everything you ever wanted to know about jewelry and gemstones, but were afraid to ask. Get your FREE report at www.morninglightjewelry.com.

May 27, 2008: 10:24 pm: adminMisc Stuff

One of the fundamental principles of Yoga/Qigong practice is that prana (energy, life-force, qi) follows citta (mind, intention, focus). You can experiment with this, right now, by closing your eyes (after you read the rest of this paragraph!), and then placing as much of your attention/focus into one of your hands (say, your left hand) as you can: as you inhale and exhale, think of sending waves of love or kindness or joy (or some other up-lifting quality) into your left hand. Breathe and focus in this way, on your left hand, for a minute or two, or longer … and notice what happens, notice how the feeling in that hand begins to transform, as it “fills” with love/joy/kindness. Perhaps you’ll notice it feeling a bit warmer, or notice a tingling sensation, or a feeling of heaviness, or a feeling of the fingers being a bit swollen. Perhaps that hand will begin to sweat, or feel cold or clammy. Each person’s experience will be different. But what our various experiences will likely have in common is that we’ll notice that our left hand has become, almost magically, more “alive” ~ we’re able to feel it in a more clear and immediate way.

What we’ve just experienced is “prana following citta”: we placed our mind/attention/focus (citta) on our left hand, which generated a flow of energy (prana) into that hand, creating new and more potent sensation, of some sort. We see this principle at work in every aspect of our lives: when we’re focused on something (a project, our work, a relationship), our energy flows into that activity, and it tends to grow …

Part of the process of a Yoga/Qigong practice, then, is to become more & more conscious of this mechanism ~ of prana following citta ~ so we’re able to use it in ways that are supportive of our practice. One aspect of the “paradox” of prana & citta is that while this relationship can serve us in powerful & pleasant ways, it can also ~ when it’s operating unconsciously ~ be our greatest nemesis. For energy flows not only into fields/patterns that we consciously choose to focus on, but also into fields/patterns of mind/citta which we are unconsciously “focused” on, and hence perpetuating/giving energy to. These are the samskaras (past-life tendencies) which we work/play to unravel (make conscious) within the context of our practice.

Another paradoxical aspect of this relationship is that the inverse of the original “formula” can also be true, i.e. not only can “prana follow citta” (the basis, for one, of Yuen Method work), but it’s also the case that citta/mind can follow (be influenced or shaped by) prana/energy. Which is why asana practice, as well as any form of energy-body “healing” (e.g. acupuncture or Reiki), can work not only to transform our physical & pranic bodies, but can also, in the process, transform mental patterns ~ can shift our whole outlook or “attitude” in a way which then (cycling back to the original formula) has new effects on our energy-bodies …

So once we’re able, as practitioners, to bring body, mind & breath (like a beautiful golden braid) into a conscious relationship, what is the most skillful way to use this yogic axiom: prana follows citta (and citta follows prana)? And here, once again, we find paradox … On the one hand, wouldn’t we want to choose, always, to focus on and therefore support/”feed” only the “positive,” only what is “good” or balanced or healthy? “Keep your mind focused on the positive” is advice that forms the core of many a yogi/yogini’s daily life and practice. Yet if this is our only technique, how will those “negative” patterns (that are wreaking havoc from the unconscious planes of our existence) ever be transformed?

The Vietanmese Zen Master Thich Nhat Hanh gives the following advice to his students, on this point … When we’re beginners, he says, it’s most skillful for us to give energy to, to nourish & support, what is healthy & balanced within us. Especially valuable to cultivate is what in Buddhist language is called the “energy of mindfulness” ~ a spacious, vibrant “awakeness” (a fully-awakened citta). We use this energy of mindfulness, then, to “touch” or nourish (to pay loving attention to) those “positive” qualities which we wish to augment. And if, on a regular basis, we’re able to focus our attention on the positive, what we’ll notice happening also is that many of our “negative” qualities will ~ simply by not being given our attention, not being “fed” ~ quite naturally dissolve …

But not all of them! Which is why as we become more advanced in the practice, and our energy of mindfulness becomes strong, it is appropriate to begin to use our energy of mindfulness to “touch” (or invite into our conscious mind) not only the “positive” within us, but also the more “negative” or “stuck” aspects of our bodyminds. So, for instance, at this point ~ once our “mindfulness” is strong ~ we could choose to embrace, with our mindfulness, the mental/emotional pattern called “anger” … And to the extent that our mindfulness is strong, its energy will begin to transform, unwind, release those “anger” patterns. Eventually, when our mindfulness is quite bright … merely shining its light onto these dark/stuck patterns will be enough to “liberate” them, instantaneously. (Much like the “darkness” of a room is gone completely once we turn on a light!)

And as our practice becomes quite advanced ~ our energy of mindfulness very bright, the braid of body, mind & breath quite coherent, fluid & fluent ~ our Presence (awakened prana/citta) will begin to have affects not only on our “own” bodymind, but also the bodyminds of those with whom we interact … a wonderful (though not always immediately “pleasant”) gift we’re able to give to “others” ~ a lovely form of service … Grown out of the resolved & un-resolved paradoxes of ….

prana follows citta

Elizabeth Reninger holds Masters degrees in Sociology & Chinese Medicine, is a published poet, and has been exploring Yoga ~ in its Taoist, Buddhist & Hindu varieties ~ for more than twenty years. Her teachers include Eva Wong and Mingyur Rinpoche. For more yoga-related essays (and other wonderful things!) please visit her website: http://www.writingup.com/blog/elizabeth_reninger

: 2:17 pm: adminMarketing Info

Have you ever met a donor who liked funding infrastructure? I
have. Once.

When I served as Director of Development for a national
non-profit, my organization needed a new heating and ventilation
system for the national office. The cost was around $75,000, as
I recall. The executive director approached one of our major
donors, a businessman who was also a faithful supporter, and
asked if he would like to partner with us. The donor promptly
wrote a cheque for the full amount. Later on, that same donor
made a commitment to pay for the parking lot to be re-paved, a
renovation that would cost over $25,000.

That donor was the exception. Most donors do not get excited
about paying for sheet metal ducts or fresh asphalt. Donors give
to people, not programs. Donors don’t send donations by mail to
support a mission statement. They don’t respond to appeals
because of your vision statement. Or simply because your general
fund is depleted. And they are not (with rare exceptions)
inspired to pay for electrical bills, staples, travel costs and
plumbing repairs. Donors are people. And people give to people,
usually to help people.

This basic fundraising truth means that you must state your
organizational needs in human terms whenever possible. You must
translate your case for support from non-profit-speak into flesh
and blood. Donors want to know how their gift will help the
people that you serve.

This fundraising truth still applies even if you do not serve
people. If your non-profit promotes nuclear arms disarmament,
for example, your donors want to know how their gift will end
nuclear weapons testing. If you are an animal-rights charity,
your donors want to know how their financial gift will rescue
animals from laboratory experiments.

How to say “people,” not “programs”
If
you are raising funds for a specific project that aims to help a
particular people group (children, seniors, single mothers,
children with cerebral palsy), then your job is straightforward.
Ask yourself these questions:

1. What is my client’s need?
2. What do we presently lack
to meet that need?
3. How will my client benefit if we
meet that need?

Here is an example. Imagine that your non-profit organization in
South Africa runs an orphanage for children whose parents have
died from AIDS. The children are suffering from dysentery
because the local water supply is contaminated. Your solution is
to drill a well. You need $50,000.

You could send an appeal letter to your supporters, asking for
$50,000. Mistake.

You could send an appeal letter to your supporters, asking for
$50,000 for a new well. Another mistake.

Remember, people give to people to help people. Your donors want
to help orphans, not drill a well. Drilling the well will help
the orphans, but your ask needs to concentrate on the orphans.
Here’s how you would answer the above three questions.

Q. What is my client’s need?
A. To avoid deadly
dysentery.

Q. What do we presently lack to meet that need?
A. A well
that supplies fresh water.

Q. How will my clients benefit if we meet that need?
A.
Live rather than die an excruciating death. Continue enjoying
the benefits of full-time schooling. Continue to reach their
potential physically, socially and emotionally. Avoid many
medical complications later in life. Be productive members of
society in a few years. Be able to help others. You get the idea.

Your job now is to ask for funds to drill the well so that the
children will benefit in those ways listed. Don’t just ask for
money for a well. That’s just a project. Don’t show a photo of
the well in its packing crate. Show how the donor’s gift will
help the children you serve. That’s the people.

What about the “general fund” ask?
The
greatest challenge in this area is when you are requesting funds
for your general fund and not for a tangible project, when you
cannot describe any specific benefits that are tied to a
particular initiative. In these cases, you still need to
describe your need in human terms, and you do this by showing
your donors the view from 10,000 feet instead of 10 feet..

Let’s say you need to raise money by mail for your general fund,
to pay for salaries, administration, office supplies,
postage–all the things that are needed to run a non-profit. The
view from 10 feet says you need to raise $20,000 this quarter to
meet general fund expenses or you’re in trouble with your board.
But the view from 10,000 feet says you need to raise $20,000 to
continue meeting the needs of the people you serve.

So instead of saying this:

“Please donate to our general fund.”

You say this:

“Please send a gift today to our ‘Sequoia Sender’s
Fund.’ From this fund we draw the monies needed to promote our
service to environmentalists at large, train teams, send them
overseas, and handle all the tasks involved in getting those
volunteers onto the field and back again in a way that promotes
responsible forestry practices, encourages and equips local
activists, and blesses the volunteer who goes.”

See the difference? The fund is no longer a general fun but a
fund set aside to accomplish the goals of the organization. It
serves the same purpose, it just has a more compelling name.
This ask is worded in such a way that it covers every office
expense from paper to payroll, yet in a way likely to inspire
and motivate donors.

Your role as a writer of effective fundraising letters is to
always be looking for the human interest story that lies beneath
your immediate financial needs. Capture that, and you’ll capture
the hearts and minds of your donors.

© 2005 Sharpe Copy Inc. You may reprint this
article online and in print provided the links remain live and
the content remains unaltered (including the “About the author”
message).