Publications & Products
Volume 4, Issue 11

Take a Selfless Approach to Email Writing

To better engage their constituents, community college advancement professionals should write emails with messages that focus on the recipient and not the sender, says a communications expert.

“We tend to write in a very selfish manner,” says Sue Hershkowitz-Coore, author of Power Sales Writing: Using Communication to Turn Prospects into Clients. “We write what we need and what we want and what’s important to us. That’s not the best way to get results.”

Whether communicating with alumni, donors or even co-workers, Hershkowitz-Coore says advancement professionals should write emails that focus on their audience’s needs and desires.

“You need to communicate to help the other person feel safe and smart in getting what they want,” she says. “You need to invite the other person to move forward with you. That’s how you get results.”

Persuasive writing shouldn’t feel transactional, Hershkowitz-Coore adds. For example, instead of listing institutional needs to a prospective donor, write about how donors can help students meet their goals.

“Donors, specifically, want to be emotionally connected or engaged,” she says. “If we just go for the facts, it won’t be most effective. We know that all people buy on emotion and justify with logic.”

Hershkowitz-Coore will further discuss how advancement professionals can improve their email writing at the upcoming CASE Conference for Community College Advancement, Oct. 1-3, 2015, in Anaheim, California.

This article is from the May 2015 issue of the Community College Advancement News.

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