Write fundraising copy the way you talk (#41)

Write your letter copy at the 5th grade reading level.  This may drive your brand people crazy (especially if you happen to be in higher education or healthcare), but writing at this level makes your copy easier for donors to read and understand.  Remember, your goal isn’t to show your donors how smart you are.  […]

Does your fundraising copy pass the “you” test? (Tip #40)

Use the word “you” early and often in your letter copy.  It is a powerful way to connect with your donor. Use the word “I” to make your letter more personal and real.  Avoid using “we,” “our,” or “us,” as they give your letter a more institutional feel.

Bite-sized fundraising copy is best (Tip #39)

Don’t write long paragraphs.  It doesn’t matter how many paragraphs are in your letter, just don’t have more than 3-4 sentences in each paragraph.  It’s ok to break up a long paragraph into two or three smaller ones too. Breaking up your content into bite-sized paragraphs makes it easier to read and digest your information.

Focus on 1 person in need for best fundraising results (Tip #38)

Fundraising letters that talk of the plight of millions of starving people in need of help tend not to work as well as those that focus on the suffering of one person.  That’s because it’s hard for people to personalize such large and overwhelming issues.  It’s also hard to understand, as a donor, how my […]

Using the mail to sell monthly giving (Tip #36)

Offer a monthly giving option on your reply device.  Don’t expect to convert a significant portion of your file to monthly giving this way, but you’ll pick up a few monthly givers here and there.  Even that would be a success, since you’ll increase their giving frequency and likely increase their total annual giving as […]