on 26 June 2012
Essential - timeless wisdom. Full of candour and humour.
George's warning of our 'dreadful ability to worship formulae rather than content' is as true today as the day he wrote them. Whether your medium was/is mail or email, pound pack or SMS, the fundamental principles of asking properly don't change.
George frequently offers both practical guidance and illuminating inspiration (often within a single sentence) that all of us in the sector should heed. At a time that attrition is hovering at the 50% mark his insistance on focusing on what the donor wants is crucial.
'Asking Properly' is a rare treat; an absolute master of his craft honestly sharing experience and (well entitled) opinion on the art of fundraising.
A strong theme that runs throughout is that 'all fundraising copy should sound like someone talking'. It's worth taking a moment to review whatever you're working on and ask if it measures up to this maxim.
And one other maxim that I love, 'If your client or boss is comfortable with the copy it is probably under achieving'.
Thank you George.