More secrets to powerful fundraising copy

Fundraisers share a lot with advertisers, especially when it comes to writing effective copy. Almost everything they do when they’re doing it right applies to us.

That’s why this list at Copyblogger — 10 Principles for Turning into a Killer Copywriter — is useful:


  1. The only purpose of advertising (fundraising) is making the sale (motivating the donation).
  2. Treat sales (fundraising) copy like a salesman (evaluate it on performance, not on how much you like it).
  3. Sell (ask) in person first. (If you can do it in person, you’ll be a lot better at it in writing).
  4. Use copy that would help a salesman.
  5. Clear, concise, and compelling conversation (not argument, not education).
  6. Literary writers are rarely good copywriters.
  7. Ignore the “Brief Copy” thumpers (long copy almost always out-performs short).
  8. It’s not the length that matters. People will read forever if you make it about them.
  9. Avoid the strange and unusual (make your copy about the donor and the need — not something else).
  10. Don’t think of your audience — think of her (one donor at a time).
  11. Study your customer (donor).


Comments

2 responses to “More secrets to powerful fundraising copy”

  1. Great post Jeff – it’s always a struggle to pull yourself out of it and go with what actually works. We’re too deep into it to be objective. Constant vigilance!
    Rickesh

  2. Great post Jeff – it’s always a struggle to pull yourself out of it and go with what actually works. We’re too deep into it to be objective. Constant vigilance!
    Rickesh

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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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