Writing that motivates donors to action

From the KISSmetrics blog, 8 Habits Of Conversion-Focused Copywriters. These are ways to improve the chances that your readers will take action:


  1. Timing It Right (the call to action is not too soon, not too late)
  2. Using the Magic Word (in headlines, it’s often “get”)
  3. Going Beyond the Comfort Zone (if you want action, you have to create discomfort
  4. Arousing Curiosity
  5. Not Judging a Method by Its Reputation (the lowly appeal letter with its old-line design may seem impossibly hokey to you, but it’s a powerhouse for fundraising)
  6. Choosing the Right Verbs (make it clear what the donor will do when she gives)
  7. Understanding the Audience
  8. Winning Trust (tell them what they need to know)

These are aimed toward commercial online writing, but they work well to guide online (and offline) fundraising writing.


Comments

4 responses to “Writing that motivates donors to action”

  1. All hail the lowly appeal letter! A fundraising powerhouse indeed… a million thanks for sharing this post, Jeff.

  2. All hail the lowly appeal letter! A fundraising powerhouse indeed… a million thanks for sharing this post, Jeff.

  3. Tom Ahern Avatar
    Tom Ahern

    Please label these correctly: these are black arts instructions. Innocents, enter @ yr own risk.

  4. Tom Ahern Avatar
    Tom Ahern

    Please label these correctly: these are black arts instructions. Innocents, enter @ yr own risk.

Leave a Reply

What this blog is about

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.

Blog policies

Subscribe

Get new posts by email:

About the blogger

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.


Archives

Blogroll

Categories


Search the blog

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.

Recent Comments

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.

Blog Roll

someone’s blog