How to find and destroy jargon and other donor-unfriendly copy in your fundraising

One of the things that kills fundraising copy is stilted, odd, jargon-filled, legalistic language that’s hard to read or understand.

It happens because everyone inside the organization completely understands that copy. It’s in insider language, and you can’t detect how weird it really is.

Here’s a solution, from Damn, I Wish I’d Thought of That! — Talk like a human:

Hire someone (permanent or freelance) to review everything you write. De-lawyer it, de-engineer it, de-jargon it. A few days of rewrites will completely change how your customers perceive you and relate to you.


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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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