Candidates love a long host committee list.
Fifty names on the invitation. Two columns of supporters on the letterhead. A parade of titles and endorsers stretching halfway down the page.
It feels impressive. It feels like social proof. It feels like momentum. But here’s the question you need to ask before you print a single name.
Does this help my donor – or does it just make me feel important?
Fundraising consultant Jeff Brooks at FutureFundraisingNow.com tackled a version of this question when looking at whether nonprofits should list board members on their letterhead.
His conclusion, drawing on research from Bloomerang: probably not.
The reason is simple. Every line of your fundraising letter should be about the donor. Their values. Their community. Their power to make a difference.
The moment you shift focus to your organization – or your impressive list of supporters – you’ve broken the spell.
A long host committee list says: “Look how many important people are behind us.”
A great fundraising letter says: “Look how important YOU are to this cause.”
Those are very different messages.
Now, there are exceptions.
Brooks notes that in tight-knit communities – where virtually every donor personally knows virtually every name on the list – social proof can work.
If your donor sees their neighbor, their pastor, and their kid’s Little League coach all on the same committee list, that means something.
But a roster of thirty names hoping the donor spots the two famous ones? That’s wishful thinking dressed up as strategy.
Here’s the smarter play.
If you’ve got a big name backing you – an elected official, a prominent business leader, a well-known community figure – don’t bury them in a list.
Put them to work. Have them sign the letter. Or write a lift note.
One powerful voice speaking directly to the donor beats twenty names in small print every time.
And never – ever – use your fundraising appeal to reward supporters for their loyalty.
There are other ways to make your host committee feel appreciated. Ways that don’t cost you donation revenue.
Your letter has one job. Make the donor the hero. Don’t crowd them out with a cast of thousands.
Dr. Chuck Muth, PsD
Professor of Psephology*
(homeschooled)
* Psephology (see-follow-gee): The study of campaigns and elections