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You are here: Home / Blog / 8 easy ways to write a better appeal

8 easy ways to write a better appeal

Make your next appeal a wow

Want to write a better appeal?

Here’s what I know about writing good fundraising letters: You can practice and study for years and still feel like you’re only scratching the surface. There’s always something new because we’re always learning something new.

So perfection will always be out of reach. But don’t let the perfect get in the way of the good. Here are a few simple things you can do today.

1. Change the appeal’s font

If you’re not already using one, switch to a serif font. It wins readability tests. And what’s easier to read gets read. While you’re at it, bump up the size as well. Fourteen is the new twelve. Your older readers (and most of your readers are probably over 50) will love you for it. Better yet, they’ll read you for it!

2. Indent the paragraphs

This is another easy fix. Indenting your paragraphs invites the reader in. She’s not faced with intimidating blocks of type, so she’s more likely to give it a go. While you’re at it, keep the paragraphs pretty short. I don’t like to go over 5 lines. And I use a lot of one-line paragraphs – especially where I want to emphasize something.

3. Underline or bold important lines in your appeal

Speaking of emphasis, go ahead and underline. But not everything. Think of it as a spice. A little makes a big difference, too much makes a mess.

4. Send it back to 6th grade

Or even better, 4th. Use the built-in Flesch-Kincaid Grade Level tool in Word. Or try this readability calculator. I love Jeff Brooks’ book, The Fundraiser’s Guide to Irresistible Communications. In it, he suggests keeping it between 4th and 6th grade. Do that with short sentences. And short words.

5. Make sure you use the word “you” often throughout your appeal

Highlight all the “you’s” in your letter. If it isn’t covered in highlighted “yous”, go back and reword it. Donor communications giant Tom Ahern often says: “you is glue”. It’s magic. It connects your reader to you. And when you rewrite that way, it makes you put your donor at the center. That changes your point of view as well. Good stuff!

6. Write as you talk

Forget your 7th grade English teacher. Use contractions. Start sentences with “And” or “But”. Use ellipses… Sentence fragments. Whatever it takes to make it sound like one person talking to another. You’re not going for “official” here!

7. Read the appeal out loud

Yeah, your office mate will think you’ve lost it. But you can hear what your eyes alone don’t pick up – awkward phrases, stiff wording… things that just don’t work.

There’s so much more! But these things are easy to do. So you have no excuse. Give it a try, and see what you think.

Want to know more? I love this area, so I’m sure I’ll write more. In the meantime, you might want to check out my friend Pamela Grow’s direct mail fundraising program.

P.S. Don’t forget to add a P.S.!

Read what my friend Lisa Sargent says about this direct mail superhero here.

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Filed Under: Blog, Donor communications Tagged With: appeal writing, fundraising appeal 5 Comments

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  1. Why somebody will never save your organization – Hands-On Fundraising says:
    October 17, 2017 at 11:48 am

    […] You, the human asking for help, are vulnerable. That’s true whether you are face to face with a prospective donor or writing an appeal. […]

    Reply
  2. How to create a donor communications calendar – Hands-On Fundraising says:
    January 30, 2018 at 11:48 am

    […] can create the most amazing appeal letter, but if it’s the only time your donors hear from you this year, you aren’t communicating […]

    Reply
  3. 6 big mistakes small organizations make with fundraising | Wikifund says:
    August 10, 2018 at 4:48 am

    […] is plenty of advice here on writing better appeals. And see here. […]

    Reply
  4. 6 big mistakes small organizations make with fundraising ⋆ Hands-On Fundraising says:
    April 24, 2020 at 1:59 pm

    […] is plenty of advice here on writing better appeals. And see here. And […]

    Reply
  5. 6 big fundraising mistakes small organizations make ⋆ Hands-On Fundraising says:
    April 24, 2020 at 3:01 pm

    […] is plenty of advice here on writing better appeals. And see here. And […]

    Reply

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