Subject Line: “Please donate money for my soccer team.”

HERE WE GO. Another random solicitation from another random–well not random–normally a family member or a friend’s kid–asking me for money to support their youth sports. Do not even get me going.

Then I read on…

Hi aunty Erin, can you please donate/give some money for my travel team.If you’ve never done anything like this before it’s really quite simple step 1 know what kind of fundraiser it is. There are many types of fundraisers, in this case it is a calendar fundraiser.step 2 know when it’s due.The money is due September 17th. step 3 Well you’re probably thinking ” hey Landon what even is this calendar fundraiser thing anyway” it is it is where you choose a number 1-31 and donate that amount of money,for example, let’s say I pick 26, I then donate 26$ to the team.step 4 you are entered into a drawing, one time for every dollar you donate, so if you donate 26$ then you are entered into the drawing 26 times. The list of raffle prises is attached,please can you let me know by thursday at 2 pm.If you would like to donate venmo the money to my mum or let me know and pay her later.Her venmo is @heatherlovephotography.THANKS MAN SEE YA!!! I really appreciate you doing this for my team. It was nice talking bye!!!
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New response: YOUR GOSH DARN RIGHT I WILL DONATE TO YOUR SOCCER TEAM!

Let’s break down why Landon’s email broke through this cold-hearted-cheap-rightous-easily-offended-by-funderaisers-mean-soul to get her donation on!

1. State the Ask: Subject line: “Please donate money to my soccer team” While initially triggering to me…it is clear. It states the ask clearly. You know what’s coming.
2. Personalize it: Aunty Erin. Two of my favorite words since Lord knows I could not deal with being a mom, I am a pretty kick ass aunt. The personalization was key to know that it wasn’t some mass email.
3. Make it easy for them: “If you’ve never done this before…it’s really quite simple.” Sweet! Not some complicated app or rigamarole or 43 step process! If it’s simple, I’m in!
4. Get into their heads and ask the questions they are asking internally: “You’re probably thinking ‘hey Landon what even is this calendar fundraiser thing anyway’”. Correct. Don’t make me feel stupid. Don’t make me feel like I should know something I have no context with.
5. Show don’t tell: breaking down the math through an example made the system clear.
6. Be explicit: I need this done by this time and this date. Don’t make me guess what’s next or what I’m responsible for.
7. Show appreciation: “I appreciate you doing this for my team.” Not even for HIM, his whole team. Now I feel like I’m part of a whole team.
8. The Experience of You: “THANKS MAN SEE YA!!! It was nice talking bye!!!” might be the best close ever. Pecked out on a keyboard like a true ten year old. I am now signing all of my emails with, “THANKS MAN SEE YA!!!”

Bonus: there was a PDF attached with more details, including what the money was for, which was a worthy cause. Now Landon’s message had me, but what put me over the top and made me make a donation from me AND Mike–the team prize of an ICE CREAM EVENT (caps mine) for the team who raises the most money. I support anything that brings people ice cream.

Now, I know I am known to jest.
In this case, I am not jesting when I say I get annoyed when the rando kids are in front of a rando grocery store yelling, “DONATE TO MY BLAH BLAH BLAH.” No. Leave me alone. And also your parents probably make one trillion dollars…and fine my crustiness aside I DO think hey, if these kids need to raise money for whatever sports racket they are after, then at least teach them a skill. Have them pitch! Have them explain the why! Make it clear what I have to do and why I have to do it!

If you do THAT, this stingy curmudgeon will donate….drumroll…$62 WHOLE DOLLARS TO YOUR SOCCER TEAM. 62 chances to win, if I understand correctly. And thanks to Landon, I do.

NGL this pitch was tighter than most I hear from sales-folk that have been in the industry for ages.
The steps I broke down can EASILY be adapted to your next email, pitch, or ask.

Which one are you going to try?

The final take-away?

I confirmed with Heather that this message was all Landon. She confirmed that she high-leveled it for him, but had no idea what he wrote, and he sat there pecking away at the computer. The effort. The work. Landon being Landon–a ten year old boy super stoked to play soccer doing what it takes to make it happen.

The experience of that email made me say yes. What experience are you creating?

THANKS MAN SEE YA!!!

(Note: at the time of this sending, donations are still being accepted. 😉 🍦)

PS. Today’s lesson was brought to us by Landon. This messaging, value creating, and connecting-type language is exactly the work we do in the Presenting with Purpose Intensive. It’s two days. It’s immersive. It’s when you stop talking in bland-boring-scripted phrases about the work your team or organization does and learn how to bring it to life. To show value. To connect with your buyer on that level so they make like Erin and buy. Reply and I’ll tell you more about it.

Song of the week (SOTW):
We’re going to do a little Butterfly Breeze rotation situation. Music keeps me sane. Music makes me dance like I am insane. Both modes are excellent for me appreciating the moment, staying present, and swinging me out of my occasional funk. So this week is brought to you by two songs:

• Macy Gray: Beauty In The World
• Kevin Paris, Casey Kalmenson: …Strongest Medicine
  

P.P.S. Ways we can “experience each other”…

1. ​The Extravaganza : A three day intensive that’s my favorite program to teach because of the transformation that happens in three days. People walk in timid and tentative and walk out trusting themselves and as confident people that can be trusted. Hit reply and let’s talk.
2. Hit reply and say hi.
3. Forward this newsletter to a friend and they can subscribe here.