4 rules for effective fundraising writing

Writing for fundraising isn’t rocket science.

Do a few things right, and you’re most of the way to great success.

Here are four quick and easy rules from the Heroic Fundraising blog, at Under the Hood: The Mechanics of Fundraising Copy:

  1. Make it easy to consume. Readability is more important than aesthetics.
  2. Write like you speak.
  3. Make it clear what you want her to do, early and often.
  4. Make your donor the hero of your appeal premise.

And here’s a secret: If you really nail #3 (and it’s something your donors are interested in doing), you are 80% of the way to greatness.


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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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