On the web, don’t chase donors away with too much copy

For a writer, there’s hardly anything more depressing than the way people consume our work. Or don’t consume it, to be more accurate.

Especially on the web, people just don’t pay attention to most of what we write, and the more that’s there, the less they read.

The Global Currents blog asks this important question: If you knew that only 20% of what you said would be heard, what would you say? at Content Overload:

The adverse effects of too much text are not limited to a donor only skimming your page — it’s more dangerous than this. It starts with missing key calls to action and moves into indifference and ultimately disengagement. Don’t treat your site like the only time or the only means you’ll have to interact with your donor. It’s a starting point, a cocktail, keep it interesting, lure them back for more.

That’s right, much of that well-crafted prose is being ignored! In fact, it’s hiding what you want donors to do!

On the web, keep your copy short, simple, repetitive and easy to read (short paragraphs, short sentences, small words). Zoom ahead to the action you want readers to take. Skip the philosophical foundations — you can get to that later if you manage to stir them to action now.


Comments

2 responses to “On the web, don’t chase donors away with too much copy”

  1. This must be the reason why I don’t get positive respons e from prospect donors. I hope I can remember what I have learned from here. I’m just hoping I can get help.

  2. This must be the reason why I don’t get positive respons e from prospect donors. I hope I can remember what I have learned from here. I’m just hoping I can get help.

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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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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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