Specifics sell. It’s true in commercial marketing, and it’s certainly true in direct response fundraising.

You see a lot of abstract concepts in fundraising appeals like ‘stand with us,’ ‘make a difference,’ and ‘send hope.’ What do those vague notions mean? Not much, really. They’re abstractions, concepts that are up in the clouds, not definite thoughts and things down here on earth.

Bottom line, these generalized abstractions aren’t motivating. They distract and create doubts in your donor’s mind. So, be specific.

Instead of ‘stand with us against homelessness,’ say, ‘Your gift of $5 provides a hot meal, a clean bed, and a night of safe shelter.’ That’s going to seem a lot more real and a lot more useful to your donors. It builds donor relationships too, because donors will see your nonprofit as the one that’s doing real things to solve real problems.

You’re in fundraising and development. What do you think? Are your appeals working the way you want right now? Comment, or get in touch to compare notes.