Who knew a silly kids’ book could be so profound?

If you know an elementary-schooler, you’re probably aware of Dog Man, the graphic novel series about a cop who’s part dog and part man. Buried in the silly stories, there’s a powerful lesson for fundraisers.

Characters Petey (the series’ original villain) and Lil Petey (his clone/kid) frequently fall into the same exchange. First, Petey states he wants to do something. Like any kid, Lil Petey asks, “Why?” Petey responds with complicated facts or information about his own needs, and Lil Petey continues asking “why?” on repeat. The conversation ends with Petey exasperated and no closer to getting Lil Petey to do what Petey needed him to do.

In this year’s Dog Man movie, Lil Petey has a similar dialogue with the film’s villain, Flippy. This time, when Lil Petey asks, “Why?” Flippy shares his story, not facts or personal priorities, with honesty and vulnerability. Lil Petey then responds, “Maybe you just need a friend.” And he gives Flippy a gift he made for him.
​

Ok, that’s all very cute, but what does it mean for your appeals? Well, if your fundraising copy has donors constantly asking themselves, “Why?”, they’re unlikely to do what you want them to do. And if your responses are fact-based or org-centric, they won’t answer Lil Petey’s unspoken question, the one that prompts generous action: Why should I care?

So give donors something to care about in your appeals, whether it's a compelling story or recognition of the donor and their desire to do good.

Example Dog Man dialogue for fundraisers:

Give by December 31!

Why?

Because it’s the tax cutoff deadline.

Why should I care?

When you give by December 31, you’re not just giving your fellow community members the resources they need for success in the new year. You may also be able to receive a tax benefit for your gift. Because if you’re doing good, you should have a little good come back to you, too.

And if you’re reading this and realizing that your appeals have sounded more like Petey than Flippy, don’t despair. If Petey can start the Dog Man series as “the world’s most evilest cat” and transform into “a former villain whose evil heart became pure,” then your copy has the power to transform, too.

Interesting Nonprofit Link

A timely and intriguing op-ed from The Chronicle of Philanthropy about how nonprofit jargon isn’t just costing nonprofits donations, it’s also costing them trust. In an era where trust in nonprofits is eroding, it’s worth the read.

You’ll need a free subscription to read the piece.

Nonprofit Good News

In honor of both the recently wrapped Wimbledon Championships and Disability Pride Month, here’s a feel-good story about an Oklahoma nonprofit that received a grant for its wheelchair tennis program. Just try not to smile when you see those happy kids waving their tennis rackets. I dare you.

​Watch/read here.

See you next month!

Lee O'Connell, nonprofit content and copywriter
<--- most recent picture of me in my phone

​leeoconnell.com​
​

If someone forwarded this to you, you can snag your own subscription here.

​​