Writing a fundraising letter can be one of the most interesting kinds of copy to set about writing. It’s far different than any other form of content, and there’s a knack you need to have in order to communicate your message effectively.
Fortunately, there are several tricks and tips that should be remembered throughout the writing process in order to produce the best results. If you’re planning your next fundraising email campaign and you’re preparing to write the copy, here are seven important points you’ll want to consider.
#1 – Be Donor-Centric Throughout Your Content
The first thing you’ll want to consider when it comes to writing your copy is making sure you’re speaking directly to your reader and to the donator. It’s easy to get caught up speaking in a third-party manner or ‘having your reader drop in,’ but this isn’t going to result in many donations.
To help focus your attention on your readers, be sure to use the word ‘you’ as much as possible, saying things like ‘you can make a difference today,’ and ‘organizations like us rely on you.’ Be sure to say ‘thank you’ at the end and ask your readers to ‘join you’ in addressing your cause.
#2 – Keep Everything Simple
This is perhaps the most important point you’ll want to consider. If you’re bombarding your readers with information, lots of jargon or overwhelming them with facts, they’re not going to want to donate and will probably just delete your email.
Make sure you’re keeping everything as simple and as concise as possible while you’re writing. There’s no need to use large, complicated words that will lose people. The best thing to remember here is to imagine you’re talking to a relative or friend.
#3 – Be Personal
Thanks to the advantages of automated email and data collection, you should have the names of the people you’re contacting. Use this in your email and address the readers by their first names; while making sure you keep everything friendly and informal. The more personal the email, the more likely the reader will connect to your message.
#4 – Storytelling is a Powerful Medium
Let’s say you’re fundraising for a poverty cause. By detailing statistics on poverty and general facts, people get an idea of what is happening, but this can still feel rather impersonal. Instead, telling stories through specific case studies is the best way to connect with your readers.
“You can highlight the story of one individual or a family within your email, helping the readers to connect and resonate with the person emotionally, ultimately resulting in them becoming more likely to make a donation” explains Nick Harper, a communication manager at EliteAssignmentHelp and Study demic.
#5 – Avoid Errors in Your Content
If you were reading through a fundraising email that was full of mistakes and typos, would you still be willing to donate money to this cause? Probably not. When writing and finalizing your content, be sure to address any errors in your copy to ensure it’s perfect. Here are some tools that can help;
- StateofWriting / Via Writing – Use these online copywriting guides to structure and write high-quality email content.
- UK Writings – This is an online editing tool to help you format and improve the quality of your email content.
- Academ advisor / Boom Essays – When formatting your email content, use these online tools to ensure it’s done in a professional manner.
- My Writing Way / Essay Roo – Use these online grammar checkers to check and correct any errors in your grammar.
- Writing Populist – Use this powerful online tool for generating eye-catching headers, subject lines, and subheadings or your email.
- Paper Fellows – This is a leading email copywriting and proofreading tool to help you write your emails from start to finish, as reviewed by Revieweal.
#6 – Avoid Talking About Your Organization
Although in reality, it’s going to be your organization that will be making the changes in the world, it’s the funds of the people donating that will make it possible, and the donors want to know that they’re doing their part.
When writing your content, make sure you’re placing the donator at the heart of the campaign, and say that the whole project is reliant on their action. Make them the hero of the campaign, and they’ll be far more likely to donate to your cause.
#7 – Be Specific to your Requests
This is vital to remember. You can ask people to broadly donate or hint at the idea of donating to help you raise funds but can dramatically backfire because people won’t know what they’re doing. Like all areas of business, your call to action needs to be specific and direct.
“Detail how much money you need for your cause and what the money is going to go towards. Don’t be afraid to ask for a specific amount from each person”, – shares Lukas Jackson, an email strategist for Academized.
As you can see, there are plenty of things to think about when it comes to writing an effective fundraising email. Keep all these points in mind, and you’re sure to boost your fundraising effects and hit the targets you’ve set out to achieve.