It’s surprisingly easy to write confusing fundraising copy. Here are some must-avoids from Colludo, at Is Your Donor Communication as Confusing as a Bad Music Video?
- Have a point. And get to it.
- Start where the donor is, not where you want them to be.
- Strange metaphors, fluffy language and tacky gimmicks are a waste of time.
- Stop making yourself the centre of attention.
- Tell a good story.
Let me add a few more tips for advanced non-confusers:
- Know exactly — exactly — what the call to action is, and aim directly and only at it.
- Repeat the important stuff. Saying something only once is almost like not saying it at all.
- Keep sentences short.
- Keep stories simple, with as few people in them as possible.
Jeff 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.
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