Copywriting

Published on May 23, 2014 by

What bad fundraisers don’t understand about long copy

This year, I’ve taken on several new clients. And I’ve found myself having variations of the long vs. short copy discussion with all of them except one.

What surprised me was some of them were working with other consultants before me. So I thought they would not be averse to trying long copy to lift income and/ or response. Not so.

Here’s the “I’m-going-to-fight-you-on-this-even-though-I-know-little-about-fundraising-and-we-desperately-need-more-money” version of the discussion.

ME in meeting to discuss upcoming appeal letter: “Now how would you feel about doing a four-page letter?”

CLIENT: “I HATE long letters! I/ my wife/ the chairman ...

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Published on February 20, 2014 by

Get those gifts with this top 7 list of wallet-opening emotions

Each fundraising appeal is different. But I find the following seven emotions excellent for motivating donors through direct mail. That’s both for soliciting gifts or nurturing donors so they will give again in future.

One thing to keep in mind is donors are not always consciously aware of their emotions. Particularly with emotions like number 5, you need to be subtle about how you evoke these feelings in your copy.

Anyway, here goes…

1. Outraged. This is straightforward. Get your donor angry over injustice and they will give. Whether it’s cruelty to animals or human trafficking, outrage is a fundraiser’s ...

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Published on February 5, 2014 by

The No. 1 blunder when using emotion in fundraising

Most fundraisers  understand that using emotions in copy is a good thing.

But with this knowledge comes poor attempts to integrate emotion into fundraising appeals. I could give you a list of mistakes charities make when trying to use emotion.

But most of them stem from one single issue. It's this...

Trying to evoke emotions you want the donor to have... rather than tapping into emotions the donor already has.

Often a charity will talk about how they want the reader to feel after reading an appeal. But that’s backwards.

Because you may end up trying to change how a ...

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