Category Archives: copywriting
5 ways to build rapport with donors
If we want to engage donors, it’s important to reach out to them on their terms and in ways that avoid being seen as too pushy or too salesy. So, we want to build a friendly rapport with donors and … Continue reading
Posted in copywriting, donor psychology, fundraising
Tagged copywriting, donor psychology, fundraising
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When “Donor as Hero” is wrong for fundraising
Lots of charities are telling their donors, “You’re a hero!” It’s become the go-to theme for fundraising of all kinds in a variety of sectors. But simply telling donors that they’re heroes falls way short of the goals of donor-centric … Continue reading
Posted in copywriting, donor psychology, fundraising
Tagged copywriting, fundraising
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How too much collaboration ruins fundraising appeals
There’s this idea that people seem to accept without even thinking about it. It’s the idea that all work is teamwork … that nothing can happen without the involvement of anyone and everyone … that any kind of collaboration is … Continue reading
The 10 Percent Solution in Fundraising. Or, Why Messaging Rules
The standard in direct marketing, whether it’s fundraising or for-profit marketing, is that the mailing list will account for 60 percent of your success or failure … the offer accounts for 30 percent … and the creative? Just 10 percent. … Continue reading
Why donors give
Thanks go to fundraising expert Tom Ahern for this. In his excellent e-newsletter, he included the moving and inspiring words of Damian O’Broin on why he’s a fundraiser. The occasion was the opening of the 2017 Ask Direct Fundraising Summer … Continue reading
Posted in copywriting, donor psychology, fundraising
Tagged copywriting, donor psychology, fundraising
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Email fundraising idea to test
There are lots of guidelines for fundraising emails about opt in, unsubscribe, and so on, that you’re probably well aware of. But in that required language is an opportunity to strengthen our fundraising messages. Hear me out. Most fundraising emails … Continue reading
Posted in copywriting, fundraising, Online fundraising
Tagged copywriting, fundraising
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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
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
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 copywriting, donor psychology
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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
Fundraising Copywriter George Crankovic 