Good fundraising is much more than well-written copy

Copy is never produced by just one person. Forget the image of the lone writer in a garret, pounding out inspired prose in a steady stream. In any project, the written word is just one link in a long chain that includes:

  • Content. The writer needs to have something relevant and motivating to write about.
  • Strategy. It it doesn’t matter if the copy is brilliant if the fundraising strategy is flawed. The world’s fastest runner will lose the race if he’s running the wrong direction.
  • Offer. The call to action needs to be something the people you’re writing to actually want to do.
  • Good design. The design should be pulling in the same direction as the copy, with the same emotional message. And it should be readable.
  • Error-free production. Fundraising material gets lost in the mail or produces “404” errors when people click it doesn’t do much good.

If you appreciate the power of good copy, you’ll not only hire a good writer — you’ll put a lot of energy and focus on the other stuff too.


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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.