The sweetest words to a voter or donor’s ear is…their name.
Actually, that’s true of all human beings. And is why you should use someone’s name as often as appropriate and possible in your communications.
But when I get an email or fundraising letter addressed to “Charles” – my given name – it’s as off-putting as if they didn’t use my name at all. Why?
Because for 58 years now I’ve gone by the name “Chuck.” Even by my own mother!
So anyone who uses “Charles” is telling me they don’t really know me.
But here’s the problem. In order to process an online sale or donation, we ask people to provide us the name on their credit card – which is usually their legal name, not the nickname they go by.
As such, follow-up contacts to our customers and supporters is to a name that has the opposite effect of the one we intend.
Well, I just discovered something a blind, gourmet coffee maker in rural Nevada does that’s so mind-numbingly simple I can’t believe everyone isn’t already doing it. He simply added one additional field on his online registration form…
So I typed in my nickname, “Chuck,” in that box. Then typed in my legal name as it appears on my credit card in the “First Name” box.
So my payment was processed with no complications – but when Blind Dog Coffee writes to me in the future, they’ll simply mail-merge my “Friendly Name” in the document.
If you’re payment processor doesn’t allow the addition of this field, contact them and ask for it. Or maybe it’s time to look for a new payment processor.
This slight, little change can be worth its weight in gold.
What they’re saying…
“Chuck, I do indeed enjoy all your campaign stuff. While the good Senator has been at this for a long time, it is always good to get some fresh tips!” – Barbara Grassley, wife of Iowa U.S. Sen. Chuck Grassley
“One word about the Campaign Hot Tips newsletter: FUN. When I open it my immediate reaction is a smile. This isn’t some painful thing to read/learn. I wish I had school books like this when I was in school. I would have paid attention.” – Jim Bieber, Bieber Communications, Southern California
“As a first time candidate, I have found your Campaign Hot Tips exceptionally helpful. The one thing that I have the least of in my campaign, is time. Your hot tips are full of information and they are a fast read. They take up very little of my time, but provide me with tools that I can use to win! And the best part is that the tips WORK!” – Phil Regeski
“Dr. Muth, I am a fan! Without your information I start feeling a little isolated and wondering if there are new ways to ‘get more donors’ that I’m missing for my clients. Thanks for the tips and insights.” – Sally A. Nungesser, Nungesser Consulting LLC, Baton Rouge, LA
“I’ve known Chuck Muth for over a decade. He has always given great insight and advice on what it takes to be a good candidate. The Campaign Doctor is an appropriate title for Chuck. He can identify what ails your campaign and he will always give you the right prescription to fix the problem.” – Gary Bernstein, Executive Producer, HoodworX Entertainment
“Politics is a tough game and Chuck Muth’s insightful approach shows you how to use fastballs, curves and sliders to win your election. He’s entertaining and spot on!” – Larry Walsh, Gardnerville, NV
“Regardless if you are a seasoned politician or a first-time candidate, an experienced political operative or a novice wanting to wade into the political arena, everybody young and old will benefit significantly from the information that Chuck Muth has to offer.” – Jerry Stacy, Reno, Nevada