Category Archives: copywriting

When thanking your donor is a weak fundraising approach

It seems like the most natural thing in the world to open a letter or email to a donor with something like: “Thank you so much for all of your generous support.” It’s putting attention on the donor. It’s conversational. … Continue reading

Posted in copywriting, fundraising | Tagged , | Leave a comment

Why this typical human trait is the key to enticing your donors to give

Curiosity is a characteristic most people share, of course. But there’s something very curious about it. Before the 17th century throughout Europe, according to science writer Philip Ball, curiosity was frowned upon. It was thought of as meddling in things … Continue reading

Posted in copywriting | Tagged , | Leave a comment

Is your fundraising too dramatic? Good!

Effective fundraising copywriting has some qualities that seem to get under the skin of the people who review it. Jeff Brooks has written about this on FutureFundraisingNow. It’s simple, repetitive, emotional, dramatic, and makes people uncomfortable. These are all good … Continue reading

Posted in copywriting | Tagged , , | Leave a comment

What’s wrong with using emotion in fundraising?

When we use strong emotions in our donor appeals, is it poverty porn or just good fundraising? See my guest post on the topic here. One of the conclusions of a recent article in SOFI is that negative emotions can … Continue reading

Posted in copywriting, donor psychology, fundraising | Tagged , | Leave a comment

Power to the pronoun

Most of us think of pronouns like “I” and “we” as mere function words in copy. We use them to start a sentence or move it along to get to the good, meaty words that are marbled with meaning. But … Continue reading

Posted in copywriting | Tagged , | Leave a comment

What’s the right pacing for your promotional copy?

A direct response letter – whether it’s for fundraising or for a consumer or B2B product –tends to take on a life of its own. It has a tone, a voice, an overall feel. A big part of creating that … Continue reading

Posted in copywriting | Tagged , , | Leave a comment

When marketing dollars are wasted

Acme Industries has a created a new product. It’s the result of a big investment in R&D — for them, anyway. It’s been field-tested and focus-grouped. Acme is convinced it has a winner. “It’s so good people don’t even know … Continue reading

Posted in copywriting | Tagged , | Leave a comment