Instead, connect with your donors, move them, inspire them. Send them appeals in their mailboxes and email inboxes that:
- Win attention with headlines and copy that are specific and concrete, not general and abstract.
- Engage donors with verbal imagery that lets them see themselves taking action for your cause.
- Incorporate techniques from commercial marketing that are proven to motivate.
- Present a compelling offer that’s calibrated for each individual donor segment.
- Pour on believable benefits, instead of pleading for a donation, so that donors see what’s in it for them and why they should join your cause.
- Use storytelling not just as window dressing but as an integrated part of the appeal and the offer.
- Employ appeal structures and formats that move donors, step by step, toward giving.
The result? Fundraising appeals that are no longer an intrusion into donors’ lives but a way of enriching donors’ lives.
That’s because the appeals are more relevant to donors, more personal, more about who they are as people. Your fundraising is more actionable. Which in turn makes it more effective at raising revenue and retention.
What could this kind of fundraising do for your donors and your organization?
Fundraising Copywriter George Crankovic 