Passing the 3-second test
File under: Salutations and closings, both fab ways to connect
This email exchange was just too interesting not to share with you, dear reader....
The 3-Second Test
First, the fab nonprofit featured in this issue: Crayons to Computers, founded 25 years ago in Cincinnati
The Crayons to Computers back-story, ripped with sweet reverence from their home page:
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In 1996, members of Leadership Cincinnati Class XIX visited Woodward High School for Education Day. There they saw a teacher selling pencils to her students before math class could begin. This observation prompted the discovery that teachers routinely spend money from their own pocket to provide basic supplies and more for their students and classrooms. ¶ This defining moment ultimately led members of the class to create a business plan and to launch Crayons to Computers in 1997.
So, anyhoo, I get this email from Betsy Wilson, DoD, at Crayons to Computers. Her subject line?
"We're stumped and asking for free advice!"
Then she tossed in some flattery (which will, according to neuroscience, work pretty much every time, with everyone; good on you, Betsy) and explained the Crayons to Computers dilemma:
We are celebrating the organization’s 25th Anniversary with a Gala on June 4. We are working on the letter from our board chair and CEO for the program and are stumped on the salutation. I truly despise Dear Friends. Here are some other ideas we came up with:
Dear Friends,
Dear Fans of Crayons to Computers,
Dear Supporters of Teachers,
Dear SuperStar,
Dear Valedictorian,
Dear Loyal Supporter,
Dear Champions,
Dear Heroes,
To the Best of the Best,
To the Top of the Class,
To the Truest of True Believers,
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Anyway, fooling around with Betsy's question sounded like way more fun than plugging away on my other project du jour (the case for a national charity's endowment; we're in our 6th month of interviews and other due diligence ... and it will be fab eventually, but, you know, baby steps....)
My quick response to her
What an interesting challenge, Betsy!!!
First, take some pressure off yourself: you simply cannot get this wrong. That's clear from your attitude.
Second: this is where we apply the 3-second test. That test is based on some psychological research that found people either lean toward you or away ... in a matter of seconds. It's their gut speaking.
Which means, third: What can we say in the salutation that will be warm and wonderful and surprising and about "me, the supporter"?
Dear Difference-Maker,
Dear Extremely Wonderful Person,
Dear Rare Person Who Cared Enough to Act,
There are two places in a letter where you'll have high readership: the salutation and the closing.
Make them both emotional and about the reader, not the .org.
With humble and incredible regards,
tom
BTW, my dear readers: Crayons to Computers went with this salutation finally (and I ... well, true confession ... I am in love):
Dear Extremely Wonderful Difference-Maker!!
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Dear Reader: This is an excerpt from Tom Ahern’s e-newsletter. Did you miss crucial back issues of this how-to e-news? Immediately available! Just GO here. (And scroll down just a bit to sign up for Tom’s revenue-boosting tips and insights. In your inbox regularly. It’s free.)