If Kevin had doubts about the quality of HP’s request for feedback on printer cartridges, he’d love what landed in my inbox.

“Brain dead!”  That’s how one of the best fundraisers I know described a digital appeal he received from the Democratic National Committee and forwarded to the Agitator .

For those of us continually hammered by the hyperbolic, oft-imbecilic pounding of political fundraising this email  lacked the “get- your-gift- in-by-11:59 p.m.-to -have- it -matched 10X- or the world will end”, but it clearly illustrates the total lack of understanding of what’s needed to motivate and keep donors.

Don’t take my word for it.  Judge for yourself.  Here’s the first part of the email from the Democratic National Committee.

From:  Patrick, Lauren, Jess, Nick <feedback@act.democrats.org>

To:  John

SUBJ: New Message for John

Reply -To:  Feedback@act.democrats.org

The email is headed with the photos of the senders –Patrick, Lauren, Jess and Nick along with a line identifying their functions.  So far, an interesting technique and as one who often wonders who’s sending me this stuff I appreciate the openness.  But then the faux SMS message quickly descends into faux sincerity.

  Click to enlarge

Seems as though Patrick,  the Chief Mobilization officer is about to go into a “meeting with Jaime” (I assume that’s Jamie Harrison,DNC Chair) and needs to know “How are we feeling about fundraising numbers this month?”

Lauren, who’s identified as Deputy Chief Mobilization Officer, Grassroots Fundraising, responds that “Things were looking good, but we’ve been in a bit of a slump. If we’re going to close the gap for the month, we’re going to need more support from our grassroots donors.”

I get the message.  They need money.  Let’s see why.

Well, Jess, the Email and SMS Director, weighs in with the start of an explanation. “Yeah, email fundraising has been slow today. We can send an SMS tomorrow to try to get things to pick up a little, but that may not be enough.”

To which Nick, who’s identified as the Deputy Director of Email and SMS, adds a real donor motivator: “Do you think folks know how important this month’s FEC deadline is?”

Fortunately, Patrick, the Chief Mobilization Officer, spots a potential weakness in the appeal, “We should explain what their donations will go towards: early investments in voter protection, grassroots organizing, and all that.”

Clearly, the team seems to understand the donor needs some reason to give.

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So what’s their case for support?

Lauren, the Deputy Chief Mobilization Officer, Grassroots Fundraising, agrees with Patrick and adds a heart emoji for emphasis: “And make it clear that voters are heading to the polls this November, too. No off-years!

Well that ought to impel donors toward the Donate button and cinch the deal.

But just to be sure Jess, the Email and SMS Director applauds with “Yes! Nick, let’s send this message out ASAP”.

Patrick, the Chief Mobilization Officer, is clearly satisfied with this mega-motivating case, “Alright, gotta head into this meeting.  Can’t wait to see how our supporters step up!

  Click to enlarge

The appeal ends with this  call to the donor:

 JOHN, WILL YOU ASWER OUR TEAM’S CALL

and make a $7 donation to the DNC today?

Agitator Lesson #1 on Making a Case for Support to Donors

No one buys a Chevy because General Motors needs the money.

Roger

You can see the complete appeal here.