The power of passion
Donor relationships are difficult to maintain without passion — because it is difficult to overcome the donor’s distractions, apathy, and poor reading skills with anything less. People’s lives tend to be average, unexciting. They may have a bright spot here or there, but by and large they are shuffling along day by day without many thrills. In many, many people there is something crying out for passion — for something to feel intensely about. They want to believe that there is something worth being passionate about — and if you speak passionately to them, they are likelier to open that critical channel of communication. This is not to say that you have to pound a shoe on the table in your appeal letters. You do not have to pretend to be something you’re not. But even a more rational, less emotional person at the helm of a ministry should feel a certain quiet sort of passion about his work — and that passion needs to come through.
* Like what you just read and want to learn more? Check out, The Seven Deadly Diseases of Ministry Marketing: Confessions of a Christian Fundraiser.