The NAPRP Blog

Nov 20

Written by: NAPRP Admin
11/20/2009 5:06 AM

Because of my book Funds to the Rescue, I've been thinking and talking a lot about fundraising lately. One of the best ways to raise funds for the animals is through the power of the written word.

However, a lot of people are afraid of writing or don't know where to start. Much has been written about copywriting for business, but less for the non-profit and humane fundraising world. Here are five tips for writing copy, whether it's online or offline.

1. People give money to a solution not a problem. You want to avoid writing copy that is maudlin, sappy, or depressing. Yes, we know that 4 million homeless animals die every year, and your shelter or group may have a terrible save rate, but people want to know what you are doing to make things better. Explain the great new programs you are starting to solve animal-related issues going on in your community.

2. People respond to appeals about a single animal, not herds, flocks, or packs. Talk about how little Joey the kitten was rescued from a storm drain by a dedicated volunteer. Thanks to generous donations from your supporters, he has been spayed, and is ready for his new home. At the end of the letter after Joey's happy ending, point out how your donors can help more animals like Joey.

3. People respond to success, not desperation. If you say, "oh my god, if we don't get $5,000 we're doomed" you just sound like you're yet another screwed-up non-profit that doesn't know what it's doing. No one wants to donate to a sinking ship. Focus on all your successes, not your failures.

4. People respond to conversational writing, not bureaucratic corporate-speak. Pretend you are writing to just one person. Use short words and short sentences to keep the reader's attention. Avoid the passive tense and jargon.

5. People need to feel appreciated and understand what their past donations have done for your organization. Always, always say thank you. People who have given have done something out of the ordinary. Acknowledge the fact that they are special!

As always thanks for all you do to help the animals!

 

~ Susan Daffron
    Founder & President, NAPRP

 

 

 

 

 

Tags: