But Why Should I Care?

"You don't deserve my money... my time or my attention... just because the problem is so significant and you're so sincere."

I've said this to so, so many businesses, organizations, and nonprofits in my consulting and work, and it's always a hard pill to swallow.

And with all the appeals and campaigns and Giving Tuesday and stick-it-to-the-IRS and give before December 31 asks appearing in my mailbox and inbox, I'm reminded of it daily.

Here's what it looks like...

You see, there's this big, systemic, problem - so big it's obvious and undeniable (so don't you dare deny it - and just to make sure I'll tell you more and more about it).

Now, look at this kid, or mother, or family (there's a ranking order of pity-pictures nonprofits use and that's the basic 1, 2, 3 if the Vice President responsible for the final product is following the script).

Oh, and did I tell you how bad this problem is? Well, even if I already did, I'm going to do it again because I'm insecure but sincere enough to care and I'm sure I'll win you over with my exploitive empathy ("exploitive empathy" is a thing - and copywriters use it a lot).

So, give. The end. (And maybe a P.S. because we all read the P.S.)

But what's missing?

Why I should care?! You think you've told me, but never said why this is something I value - you've just said how bad things are and blah, blah, blah, everyone has problems and everything is bad.

I've read hundreds of appeals and proposals that overwhelm the reader with the problem but never get to the solution - like is the problem solvable and am I (the giver) able to do it?

I assume since you're asking me for money, you're going to be my in-between since that's your only reason to exist.

But you're telling me why I should care about you, not why I should care or value those you serve.

You're asking for my money to do your work - so act (and talk) like it's my money that does what it is you do.

Shrink the distance between my writing a check or clicking a button to 'Donate Now' and a real solution to a problem I care about.

And have a revenue-rich year-end all my nonprofit friends!