This message has no content

I have to admit that I am completely addicted to my iPhone. First, it's the coolest thing I own. Second, I love playing all the games I've downloaded, especially Whack'em All. I'm a geek, I know.

One of the best features of the phone is the ability to check emails. I was out of the office all day yesterday and just quickly scanned my inbox when I came across an email from a company I didn't recognize. The body of the email said it all:

This message has no content.

I guess my iPhone wasn't able to download the entire email, but I thought, "how fitting."

How many of your messages have "no content" or even worse, the wrong content? What are you trying to say and what do you want to accomplish when you send out an email, newsletter, direct mail piece or grant application? Are you getting the response you expected? Do you even know what response you want? Why are you sending this message and do the recipients really want to read what you have to say?

One of my favorite fundraising books is "How to Write Successful Fundraising Letters" by Mal Warwick. He offers several questions you should answer before writing an appeal letter. I have used his checklist for newsletters, emails, renewal letters, acquisition letters, grants and even emails to the board of directors.

Here are a few of the questions from the book you should answer before you even think about writing the first paragraph.

What is the purpose of this letter?

What do you know about the feelings of the people you’re writing to?

What’s the relationship of these people to your organization? What do they know about you, your organization, or the issue or problem you are addressing? What don’t they know? What do they want to know?

Consider the typical recipient of your letter. What experiences, feelings, and thoughts is that person likely to have that would help her understand the issue or problem you’re addressing?

What leads you to believe that the typical person you’re writing to will respond favorably?

What is it exactly that you want recipients to do?

What is the minimum amount of money/action taken that you hope to receive from each recipient?

Is there anything else you want recipients to do right now?

I'd like to add a few more.

Who are you talking to?
What level of education, issue awareness and organizational interaction do they have?
Is this the best way to reach them?
How will you know if you have been successful in your efforts?
Will they care about what you have to say?
What do you want them to do with the information you are sending them?
Really, is this the best way to reach them (I know I already asked, but stop and think, "Would it be better to call instead of email?" or "would a conference call be more efficient than a town hall meeting?")

Stop and think about how many emails, letters, phone calls, action alerts, tweets, blog posts, news stories and commercials you receive every day. Does your letter have real content that furthers your cause or is it just another empty message?