Donors make initial decisions to give based on emotion, not logic. Write your direct mail copy with the goal of engaging the donor’s emotional triggers to compel action. Donors validate their initial emotional decisions by backing them up with facts and logic, so make sure your letter blends the two for maximum impact.
Write your direct mail letter like you’d write to a close friend. Make it warm, personal and informal. Adhering to the APA and MLA style guides might make the brand police happy, but it’ll kill your direct mail fundraising results. Direct mail fundraising copywriting is a style unto itself. If you try to follow all […]
If you want to write better nonprofit copy (whether for direct mail, newsletters, annual reports, etc.), make sure you’re answering these six questions: 1. Does my copy speak to the values my donors use to make decisions? 2. Am I using the same language my donors use? 3. Is what I’m saying credible and verifiable? […]