Writing fundraising copy may seem overwhelming at first. But it doesn’t have to be. In fact, there are a few basic principles that can help get you started. So, let’s look at 3 key ideas that can help you build a strong foundation for your fundraising copy.
Here are 3 fundraising copy basics to keep in mind:
1-Make it easy to read.
Most people aren’t going to read everything on the page, they’re going to scan it.
It’s hard to imagine that the letter you worked so hard on is being glanced at over the trash can in your donor’s kitchen, but in most cases that’s what happens.
So, make it as easy for donors as possible.
This means using an easy-to-read font and larger size. Yes, there may be a new, fun font that you love to use– but if it’s not easy-to-read, then your donors won’t. And then they’ll miss your message.
It also means vary your paragraph length, and have some single line paragraphs. If a donor opens a letter and only sees huge blocks of copy, they won’t read it.
But also, don’t have only single lines—that’s just as difficult to read. There should be a variety of longer and shorter paragraphs.
(Scan this blog post, and you’ll see what we mean.)
Bold and underline sentences that you especially want the donor to read. That will help them get the message you’re wanting to share when scanning. Assume they’re only going to read what you’ve drawn their attention to.
2-Talk to your donor like you know them.
This is also referred to as versioning, segmenting, or whatever new phrase a high-priced consultant has come up with.
But no matter what you call it, it’s not just using the donor’s name instead of the generic “friend” in the salutation. (Although it is that, too.)
It’s adjusting your message for that specific donor or group.
Think of it like this: if you go to a party, you would have a different conversation with your best friend than you would with someone you just met. And you’d probably talk differently to your grandma than you would with your boss.
Adjusting your message means talking to new donors differently than donors who have been faithfully giving for years. It doesn’t have to be a whole new letter or email for each segment, just make simple adjustments so that it works for that particular group.
3-Make your message about the donor, not about your organization.
This one sounds simple, but it’s harder than it sounds.
When you’re talking to donors, it’s easy to think that you should tell them everything you think they need to know. You throw tons of facts and information in the letter to show them how wise of a decision supporting your organization is.
“If only they knew the statistics and budget numbers,” you think. “Then they’d give a gift!”
But here’s the thing:
The donor doesn’t really care about those things.
They care about their impact. They care about the difference their gift or time can make. They care about helping the issue.
Make the letter about them.
Giving is usually a more emotional decision, not a practical one. Help your donors see how their gift is making a difference. Tell a story showing them their impact. Or tell a story showing the need.
But ultimately, make sure your message is about the donor, not your organization.
Now, there are lot of other tips and strategies when it comes to writing copy for fundraising. (Such as this one and this one.)
But these three basics will help you get started! And as always, if you have any thoughts or questions, email us at: howdy@oneicity.com
Photo by Kaitlyn Baker on Unsplash
