It can be tricky to write fundraising copy that encourages people to donate, while also making them feel like you’re not just trying to sell them a hot-treaty or a new gadget.
On the one hand, you want to sell the benefit to the reader. On the other, you want to instill confidence and inspiration in them to become more involved in the organization or cause you’re supporting.
Fortunately, it’s not as difficult as it might seem. With a little bit of planning and research, you can write an effective and inspiring pitch, that encourages people to support your organization or campaign – and maybe even makes them more inclined to become volunteers or donors.
Use Stories
One of the best ways to grab people’s attention is through compelling storytelling. Nonprofits, especially those that are at the grassroots level, often use stories to paint a picture of the need and the importance of their work.
In her book, The Art of Extreme Happiness, Deepak Chopra offers some fascinating insights into the power of stories and their ability to move and inspire us. He suggests that stories can increase interpersonal connection, understanding, and even happiness. They can make us laugh or cry, and even when used strategically, they can inspire action and change.
If you’re writing to raise funds, consider weaving stories throughout your appeal. For example, you might want to tell a story about how your organization is assisting disabled veterans, and how a small donation will help to provide them with accessible employment opportunities. Or, you could highlight a specific individual who you know is battling with depression or addiction, and how your support will help to provide vital treatment services.
Telling stories about real people makes your copy feel more accessible and personal, and it will make the reader more inclined to act. In addition, stories can be used to paint a clearer picture of exactly what sets your organization apart from others, and how your unique mission and values will inspire or influence your interactions with clients or members.
Keep It Short And Sweet
When someone hears about a non-profit, they often think about the sad state of affairs in the world, and how they can help. So it’s essential that your pitch, no matter how well-crafted, stands out amongst the clutter of emails that people are receiving daily.
In a world of increasing distractions, social media overload, and a generally hectic pace, it’s easy for people to tune out. You might want to consider using short and sweet approaches, such as YouTube’s popular “10 minute pitch” video format.
According to HubSpot Blogs research, 94% of people watched an explainer video to learn more about an issue, product, or service. Furthermore, 86% of the respondents would actively watch an explainer video to learn more about a product or service, rather than reading lengthy material.
Include videos in your marketing mix, and make sure that you utilize the medium’s maximum capacity to educate and inspire – not to sell. When designing your pitch, keep in mind that people are less likely to read text-based content than they are images. So ensure that your written material supports the video, and that the video does not overwhelm the reader with information.
Use Powerful Images
A good rule of thumb is to never underestimate the power of an image. It’s a scientifically proven fact that people see images 40 times faster than they see words. In addition, photos trigger our emotional responses and encourage us to act.
If you’re having trouble coming up with solid fundraising ideas, consider using stock photos or creating your own image montages. You can also look into including images that represent your values, mission, and/or purpose. For instance, you might want to include a photo of a children’s book character, if your organization’s focus is literacy and you want to demonstrate this through your prose. Or, you could show an image of a smiling cancer patient, if you want to emphasize your organization’s holistic approach to healthcare.
Choosing the right images for your pitch can be challenging, so it’s important to do some research. Otherwise, you run the risk of using an inappropriate photo, and it could end up backfiring and hurting your cause rather than helping it.
To avoid any potential complications, make sure to work with a reputable stock photo agency, or hire a photographer who is experienced in creating compelling imagery for non-profit campaigns.
Build A Case For Donating
An argument, justification, or case is a series of concepts or ideas connected by a conclusion or reasoning. A good case builds logically and consistently from first principles to final conclusions. If you’re attempting to persuade someone to donate to your organization, you might want to consider structuring your case with a series of premises and conclusions.
For example, you could start by demonstrating the need for your organization’s existence. Next, you could lay out exactly how much money you need to continue operating, and include citations from reputable studies or books that prove your assertions. In addition, you could argue the significance of your work, or cite examples of how your efforts have made a difference in people’s lives. Finally, wrap up your case with a call to action: a proposition, ask, or command to take some kind of action. For example, you could conclude your case by stating, “If everyone reading this gave just $5/month, we’d be able to provide food and shelter to dozens of families. Thank you for considering a donation.”
This type of persuasive writing not only makes your case more believable, but it will help to ensure that your reader acts upon what they’ve learned. Research has shown that people are more likely to do something if you’ve shown them that it’s easy and effortless to do. So, by structuring your case in this way, you’re giving your readers every reason to act.
The above information will give you an idea of how to write inspiring copy for nonprofit fundraising. Remember: your goal is to make the reader believe that what you’re selling is important, while also encouraging them to become more involved in your organization or campaign. So don’t hesitate to take some time to plan before you write your first draft. Then, when you’re ready, you can send your pitch to prospective donors, and enjoy the benefits of a job well done.