Keep your fundraising out of the garbage

Here’s a good reality check from Pro Copy Tips: Is your direct mail copy headed for the trash?


There are dozens of reasons the people you write to trash your message. But the main one is that you don’t quite get around to telling them what they need to know.


The reason you do that is you’re too wrapped up in the beauty of your copy or your brand. So never forget …



… copywriting isn’t art. It’s selling. So don’t waste your time rewording the seventh paragraph on the back panel of your brochure…. Focus on the offer. When people glance at your mailing, they’re looking for what you’re selling and the deal you’re making to sell it. So make it good. Make it fast. And make it clear. Doubt fills trashcans.

Having a great offer — and making it crystal clear — that’s what fundraising is about.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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