Summary of 4 easy ways to improve your fundraising copy
Main Financial Strategies and Business Trends:
- Donor-Centric Messaging: Emphasizing the importance of making fundraising copy about the donor rather than the organization. This includes using the word "you" frequently to create a personal connection.
- Simplicity in Communication: Advocating for a grade 4 to 6 reading level to ensure that all donors, regardless of their educational background, can easily understand the messaging.
- Emotional Engagement: Highlighting that donations are driven by emotional responses rather than purely logical reasoning, thus encouraging fundraisers to speak from the heart in their messaging.
- Specificity in Asks: Encouraging fundraisers to be specific about what donations will achieve, rather than using vague language that can lead to donor disengagement.
Methodology/Step-by-Step Guide:
- Make it About the Donor:
- Use "you" frequently in copy.
- Highlight the donor's role and impact.
- Make it Easy to Read:
- Write at a grade 4 to 6 reading level.
- Use a conversational tone to engage readers.
- Speak from the Heart:
- Incorporate emotional language and stories that resonate with donors.
- Avoid guilt-tripping; instead, celebrate the donor's contributions.
- Be Specific:
- Provide clear examples of what donations will accomplish.
- Use concrete details to paint a vivid picture of the impact.
Bonus Tips:
- Level Up Donor Engagement:
- Use moral adjectives to highlight the donor's positive traits.
- Enhance design elements to make copy more visually accessible.
- Create curiosity in subject lines and headlines to capture attention.
Presenters/Sources:
- Mike Durksen (Host)
- Hannah Mir (In-house fundraising copywriter at Build Good)
Notable Quotes
— 03:16 — « Words do really matter and a lot of times we've seen this at Build Good. »
— 05:12 — « It's all about you, not you the fundraiser, not you the organization, but you the donor. »
— 11:43 — « It's not just about you but it's about your best self. »
— 31:03 — « We are humans with real emotions; we get excited about things we care about. »
— 44:03 — « How can your writing give just enough away to capture people's attention? »
Category
Business and Finance