If you send appeal letters and emails to donors several times a year, writing responsive fundraising copy is no easy task. By utilizing “Copywriting Strategies for Fundraisers – Tools & Tips” you can create impactful fundraising copy that creates an emotional connection with your audience, inspires donor engagement, and motivates your donors to contribute for years to come.
Psychology of Donating
When people contribute to an organization, they do so because it satisfies their need to be apart of something bigger than themselves. In a way, they want to be heroes to the people or cause you serve. Therefore, to help uncover what that means, there are a few questions for you to ponder.
How can the donor help?
Why do you need the donor’s help?
What more can be accomplished with the help of the donor?
What’s in it for them?
When crafting fundraising copy, focus on the donor’s role, rather than the role of your organization. By focusing on the donor’s role, you will tap into their desire for recognition and purpose. The act of donating becomes a meaningful action that creates positive change. It conveys the message that a single donor can take action to improve a situation or the lives of others.
How to Write Copy to Increase Response
Three Elements Needed for Every Fundraising Letter and Email Appeal to Raise More Donations
To motivate donors to give, there are three basic elements needed for any fundraising letter or email appeal. These three elements are: presenting a problem, offering a solution, and including dollar-value statements.
Presenting a Problem
Whatever your cause, it exists because there’s a problem that needs solving. This means there is a need that has not yet been met. Donors are essential to meeting that need. However, for donors to be motivated to give, they need to be communicated to in a way that makes them feel understood.
Write about a specific problem you want the donor to solve. Does your organization need to feed more hungry people, house more homeless, or provide veterinary care for neglected animals? An example of a problem statement is, “Veterinary care is needed for sick and abandoned cats.”
Offering a Solution
Ask the donor to help solve the problem by showing them how their gift will make a difference. The donor solves the problem by making a donation. The donation is the solution.
An example of a solution statement is, “Kind and caring people like you are needed. Your compassionate donation will help provide veterinary care for sick and abandoned cats.”
Including Dollar Value Statements
In your story, include an array of dollar values that are associated with a variety of solutions. Dollar value statements convey transparency and informs donors as to how their hard-earned money will be spent. It lets them know how far their donation will go towards helping something tangible. An example of a dollar value statement is: “Kind and caring people like you are needed. Your compassionate and generous donation of $50 will help provide veterinary care for sick and abandoned cats.”
How to Improve Storytelling
Gather Great Stories
The entire organization’s job is to collect stories, That includes staff and volunteers, especially those who are out in the field. Every organization has stories to tell about a person who needs help or a cause that requires a solution. Utilize those stories to their full extent in direct mail appeal letters, emails, and on social media.
Types of Stories to Tell
Tangible Stories
Tell stories about something tangible. For example, stories about a family in need or an abandoned animal. When a donor is clear about where their donation is going, they are more inclined to donate. If the story asks for a donation for something abstract, donors will be less comfortable donating.
When writing a story for a direct mail fundraising letter or for digital fundraising, show, don’t tell. Harness the power of storytelling by painting a picture with feelings and thoughts. This creates an emotional connection that inspires readers to donate. An example of telling is: “Mary was cold and living on the street.” An example of showing is: “Pulling the thin sweater tighter across her daughters shoulders, Mary shivered and wondered if her child would go hungry again. You can fight back against the poverty that forces a mother to live on the street.” Utilize heartfelt copy to convey a concrete problem about something tangible.
Heartfelt, Emotion-Filled Stories
How to Write Responsive Fundraising Copy
Use the Word, “You”
Utilize the word “you,” rather than the words “I” or “we.” The word “you” directly addresses the donor and creates a personal connection.
Lead with Gratitude
Always thank the donor for their last gift. It goes a long way towards making them feel appreciated and valued.
Include Emotional Images
Convey your message with photos, as a good photo can promote a strong message. Consider using images of those you serve for an emotional punch. Add an inspiring quote to the photo for even better results. Studies have shown that close-ups of smiling people create an emotional connection with readers.
Incorporate Videos
Videos are an ideal medium for telling a story showcasing a tangible need in a short amount of time (60-seconds). It’s also a powerful medium because it combines two modes of processing: visual and audio, making it easier for donors to consume and synthesize the information presented.
It can be difficult to get donors to pay attention to your appeals. “Copywriting Strategies for Fundraising – Tools & Tips” will provide the keys to crafting compelling appeal letters and email appeals that will make your donors feel understood, resulting in more donations for your organization. Check out 8 Tips for Effective Fundraising Letters for additional copywriting strategies.
If you are short on staff or just don’t have enough time to write your own donor responsive appeals, contact Write Choice Marketing to craft the perfect donor-centric story for your organization. Whether it’s one appeal letter, a series of emails, or a newsletter we’ll write stories that will raise more money for your organization.
_______________________________________________
Write Choice Marketing-Helping nonprofits raise donations through compelling copy, engaging content, and donor responsive strategies that get results. We offer creative, cost-effective fundraising and marketing solutions. Contact us today for a free 30-minute consultation.
If you found this post useful, please share it with others! Thank you.