General Copywriting Tips for All Types of Communications
Write as though you are having a conversation, keeping it friendly and using words like you and your.
Traditional writing rules don't apply to fundraising communications.
When writing your communication, make it easy to read using a 6-8th grade reading level. Your readers are smart, but very bus...
Donor Renewal Copywriting Tips
Create an emotional opening paragraph, sentence, or even just one word. If the reader can visualize themselves in the story, you have done a great job.
Stories with an unsolved ending pull at the heartstrings and create the sense of need and urgency we as fundraisers want to have in an appeal let...
Acquisition Copywriting Tips
Most of the same "rules" from donor renewal communications apply here. But there is a glaring difference - these people may not know you, or, they might know you a little bit, heard of you through a friend, or they may have heard of the work you're doing, and not much else.
Take time to try and d...
Long Lapsed Donor Renewal Copywriting Tips
Remind the donor that you have not heard from them in awhile (include the last gift date or year in the letter). Let them know there is still so much to do, but without their support it may go undone.
Have a very specific and direct ask.
Limit stories - cut the fluff. This is one of the last touc...
Event Invite Copywriting Tips
We don’t judge, but there have been times where fundraisers get so excited about the design (finally!) that the basics have been missed. Be sure to include:
And, don’t forget to include an option to donate even if they are unable to attend. There is a lot of missed potent...
Stewardship Copywriting Tips
Never judge a donor by the size of their gift - all donors, regardless of gift size, should receive a thank you!
Above all, be sincere. A few starters we love:
Your generosity has made a tremendous difference in the lives of ...
I can’t even begin to explain how much your gift helps.
Thank you ...
Newsletter Copywriting Tips
Newsletters should be about the impact the donor has made, not the organization.
Newsletters are the medium where you do get to show smiling faces of lives you helped, and share success stories. Include photos of people who have been impacted, not attendees of the gala or the donor handing over a...
Membership Renewal Copywriting Tips
Acknowledge and thank the member for being a part of your organization. Don’t jump directly into “It’s Renewal Time!”
Remind the member of the value. You may choose to include a few (about 3) brief bullet points to highlight successes, lending credibility to the organization.
Set the scene for th...
Monthly Giving Copywriting Tips
Make the focus of the entire mail package about monthly giving, not one-line in the middle of the letter or on the remit device.
People love to know, tacitly, what their gift will buy or do. If they can visualize what you are offering, your success will be much higher. Example: $10 per month buys...
Survey Copywriting Tips
Start your survey with yes or no questions, or multiple choice questions. Otherwise, it can seem overwhelming for a donor to get started with the survey.
Limit to 5 or 6 questions. Enough questions for the donor to be engaged, but not cumbersome to complete and return.
Reminder: Surveys should be...
Tax Statement Copywriting Tips
Say thank you to the donor and let them know they have made an impact.
Save the story - this is a more “formal/factual” communication. But it can still be a very heartfelt communication. For example: "Name, I can’t thank you enough for your generosity!"
Report back to the donor their giving histo...