How to write ultra-clear fundraising copy

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.


Comments

2 responses to “How to write ultra-clear fundraising copy”

  1. Thank you so much for this, Jeff!

  2. Thank you so much for this, Jeff!

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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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