How to write fundraising to your grandmother

One of the most sound pieces of advice you can get for writing strong fundraising is this: Always write to you grandmother. Or your mother, aunt, godmother, friendly older neighbor — but make it a specific person you know and can easily picture and imagine realistic conversations with.

Starting with Grandma, here are some tips from Conversational Copywriting on what to do next, at 5 Tips on selling to your grandmother, without feeling awkward:

  1. Don’t sound like a used car salesman. Overblown sales language sounds fake. Especially to older people, who weren’t born yesterday.
  2. Find an approach that allows you to be genuinely enthusiastic. It’s almost impossible to fake enthusiasm. Find the real thing within.
  3. Align your own enthusiasm to what’s important to her. It’s probably not exactly the same. Figure out why she cares and go there with her.
  4. Place a premium on your long-term relationship. Make it clear that this isn’t just a transaction.
  5. Use conversational language. Don’t try to impress with your education or professionalism. Be warm and personal.

Funny thing is, writing to Grandma isn’t just more effective, it’s more fun!

Want help writing to Grandma and bringing it home to your donors? I’m available for free 25-minute coaching sessions. Just click here and directly schedule an online conversation with me or with Sean Triner.


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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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