Author Archives: George Crankovic

How to keep your donors interested in your fundraising appeal

It’s the age-old problem: how to engage the readers of your direct-response fundraising appeal to, first, start reading and then to continue reading. Luckily, we have some tips from Clarification blog: These are all good tips. But there’s one additional … Continue reading

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Two ways to begin a fundraising appeal – from Jerry Huntsinger

In Jerry Huntsinger’s “86 Tutorials in Creating Fundraising Letters and Packages,” he makes a point about how to begin a fundraising appeal. He makes his point with an example. It’s an appeal for a cancer charity. It begins: “Children shouldn’t … Continue reading

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What makes a good offer for a fundraising appeal and what makes a bad one

Why does the offer matter so much in direct mail fundraising? Let’s take a look at an appeal to find out. This is a fundraising appeal from a military nonprofit, and in the body of the letter, the first ask … Continue reading

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What’s AI got to do with copywriting? Not much …

All the talk about AI for copywriting serves to highlight a basic misunderstanding of what copywriting is and what it isn’t. What AI bots do is produce content. That’s not copywriting. Copywriting – whether for commercial marketing or fundraising – … Continue reading

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The envelope teaser

The burning question in direct mail fundraising? Should you use a teaser for the outside envelope of your next appeal, or not? Some say the plain, blank envelope is the best ‘teaser,’ a no-teaser kind of teaser. But if you … Continue reading

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8 questions to ask to get inside your donor’s head

The better you know your donor, the better your appeal is going to be. That’s obvious. The problem is your donor is probably coming from a completely different experiential background. How do you get inside that person’s head? Luckily, the … Continue reading

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How to begin a fundraising appeal

What should come first in a fundraising appeal? It’s an important question. Maybe even the most important question. Because if you fail to capture your donor’s attention at the start, there’s not much chance she’s going read the rest of … Continue reading

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What’s wrong with thanking donors?

I just got an email with the subject line “I’m so grateful.” Let’s see what this is all about. Turns out it’s from a rescue mission, an organization that I love and support. Here’s the text of the email: Dear … Continue reading

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Your fundraising appeals – too much emotion? Or not enough?

In your fundraising appeals, is it better to use facts or feelings? Logic or emotion? Before you answer, let’s take a look at an example, and you can judge based on your own reaction. It’s an appeal from a conservation … Continue reading

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Why a cup of tea means better fundraising

More than you probably realize, your fundraising has a lot to do with Japanese green tea. As they say in direct mail letters, let me explain. See, I’m a big fan of Japanese green tea. I drink it all the … Continue reading

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