5 magic words that will boost fundraising results

You’re a good writer. Want to be even better?

Use magic words. Like those from this excellent post at the Bloomerang Blog, at What Are Some Foolproof Phrases And Words For Successful Fundraising Appeals?

  1. You. This is how you make the story you tell about the donor and her opportunity to do something great. Fundraising that skimps this word often is about how amazing the organization is. Nice, but it’s not why donors donate!
  2. Because. An amazing “trigger word” that helps move people toward action. Find ways to use it.
  3. Thanks. People love to be recognized. Thank them when you ask them. And not just for what they’ve done, but for who they are.
  4. Small. Don’t ask donors to shoulder the entire burden of solving a big problem like world hunger. Give them something small they can do.
  5. Immediately. Make it clear that a donation won’t sit around in the bank. It will start making a difference right away. Donors are used to instant gratification in shopping. Get as close to that as you can when you ask for donations.


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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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