October 2023: Fundraising Copywriting - Part 1
Two weeks in, I’m getting absolutely schooled in this fundraising copywriting course. The Institute for Sustainable Philanthropy team is ripping my appeals to shreds in the friendliest, most constructive way.
Their philanthropic psychology approach to fundraising is research-based, makes a ton of sense, and it’s also not easy.
Today's newsletter is Part I in a two-part series with my top takeaways from the course, which wraps up with a big final assignment in November. I hope these tips will help you approach your year-end content a bit differently, with maximum creativity and heart.
Here we go:
Tip 1: Fundraising copywriting is creative writing
The style of writing that resonates with donors and fosters loyalty, according to philanthropic psychology research, is much more detailed and descriptive than marketing copy. It’s less about timely taglines and relating to readers’ pain points quickly. It’s more about evoking a feeling by tapping into all of the senses, the way a great short story does.
People have eight-second attention spans, yes, and the remedy isn’t necessarily to keep your appeals brief. Rather, it’s to lure people in with vivid details they can personally relate to or imagine, starting right away in your headlines and subject lines.
Can you make your donors feel like they’re finally slurping hot soup in a warm community room after a long day of wandering the cold streets on a painfully empty stomach?
Can you make your donors feel like a Ukrainian child who's attempting to focus on their math homework amidst frightening shakes and sounds in an active war zone?
Can you make your donors feel like a young mother frantically weighing whether—and how—she might pack up with her children and leave an abusive partner?
Can you make your donors feel the full-body frustration of a person with cancer who wants nothing more than a cure?
There’s so much talk in the nonprofit world about telling stories of impact. That talk is a little misleading. It’s not about sharing as many stories as possible, rather, it’s about tapping your creative writing skills to plant current and prospective donors in the middle of your stories. Cast them in the role of the beneficiary every time you write to them.
This shift is forcing me to flex writing muscles I haven’t used in a long time. It can be tiring. Research shows that your donors can feel that extra effort in your writing and they appreciate it.
Tip 2: The power of “you” is in how you use it
We all know that “you” is the most powerful and lucrative word in fundraising copy. I’m being seriously pushed in class to take “you” all the way, every time, for the donor’s sake.
It’s not “Your donation is transforming people’s lives.” It’s “You are transforming people’s lives.”
It’s not “Here’s what we achieved this year thanks to your generosity.” It’s “Here’s what YOU achieved this year by displaying such empathy, kindness, and commitment to eradicating <x problem>.”
By using “you” thoughtfully and complimenting your supporters frequently, you’re telling them:
“You are enough.”
If you can provide a sense of relief, achievement, or fulfillment by telling people they’re awesome simply for caring, that feeling is likely to inspire a donation.
An added bonus: By following Tip 1 and writing to your donors in great detail, you’re contributing to the "you effect." When you thoughtfully guide the reader to experience someone else’s life, you’re telling them, “You are worth the energy I put into crafting this vivid story.”
Tip 3: Your Case For Support probably needs a lift
In light of Tips 1 and 2, you will likely find (or may already know) that your organization’s current value proposition or case for support isn’t descriptive or donor-centric enough to make donors feel the deep pain of the problem or the euphoria of your unique solution.
Rewriting core messaging for your organization is a huge undertaking, so I recommend starting with the case for support for your year-end campaign.
How can you make your donors experience the enemy your organization is battling and the relief your solution brings, like they're in one of those wild movie theaters with the surround screen and shaking speaker seats?
It helps to make the resolution in your year-end case for support as time-bound and campaign-specific as possible so donors can imagine you achieving it. This could look like...
Feeding a certain number of families in a certain timeframe
Funding a new research project so it can commence early next year
Buying supplies that will take one of your programs to the next level in 2024.
To gather sensory details for your case for support, start by asking yourself: How will my life change as a staff person when this fundraising goal is met? How will I see, hear, smell, taste, or feel this change? How will specific beneficiaries’ lives change when this goal is met? How will they see, hear, smell, taste, or feel this change?
In your year-end campaign, get creative with how you use text, video, and imagery to help your donors experience the Before and After. And don't forget to bring the joy.
Gosh, I love being a student. More tips coming next month.
And on a personal note, I announced earlier this week that I’m pregnant! Baby Griffin is due in March. <3
As my little family chased fall foliage along the Kancamagus Highway last weekend, feasting on cider donuts, my heart nearly burst with gratitude for so many reasons—among them, my gratitude for your support of my business and ideas. It means a lot.
