Fundraising secrets from “the world’s best copywriter”

One of the best ways to become a better fundraising writer is to study what the masters at commercial direct marketing do.

Here’s some insight from our commercial cousins at the Hubspot Marketing blog, at How to Write Copy People Notice, Read, and Trust: Lessons from “The World’s Best Copywriter” (who’s identified here as Gary Bencivenga):

  • It hones in on a single, primary desire. Great copywriters focus on the powerful truth that people buy stuff — and donate — to achieve their own goals and desires. Not because the product is great or the cause is important. When you make this truth your own, your fundraising will go much better!
  • It doesn’t look like an ad. People don’t really want marketing. They want connection. That’s probably why direct mail fundraising looks like a letter. Even though we hardly get real letters any more.
  • It’s valuable. This is the hard part for fundraisers. We have to make our cause valuable to the donor — not just to ourselves. Rather than struggle to educate people about how important and effective your organization is, show them how the organization helps them do what they want to do. That that with clarity and emotion, and you’ll raise a lot more money!

Want more help like this with your fundraising? There are just a few hours left to sign up for my free Moceanic webinar, The Secret Blueprint for Direct Mail that Makes Donors LOVE to Give.

It happens today. There are still open spots, but you must sign up now!


Comments

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