It’s smart to work with an experienced copywriter. And if you can, do hire one and learn from what they do. (Yes, I’m a copywriter. But this isn’t about me… keep reading!)
But I understand that hiring a good copywriter is an expense. And I’ve been on your side of things as well. Budgets aren’t endlessly flexible. (Oh, if only!)
So, maybe you’ll need to make this next campaign DIY. Hesitant? Even a little frightened? That’s a good sign. It means you understand how important your donor communications are.
But you don’t have to panic. I’m going to offer some tips here for you.
1. Know what you’re asking for
First, understand what you’re asking for. What is the need, and why is it urgent?
You’ll start with your mission, of course. But if that isn’t simple and effective, you’ll want to come up with a better way to phrase it. If your mission statement sounds like it was written by a committee, rewrite it as if you’re explaining it to a stranger. Preferably, one who has very little time to sort through your explanation.
Simple. Clear. Emotional. Those are your goals.
Is there a pressing need for one particular item or program? Or are you better off making this an unrestricted ask? (Don’t say “unrestricted” in the appeal!)
This is a terrific article about asking for unrestricted gifts from my friend Clay.
2. Know your audience
Hopefully, you’ve had time to get to know your donors, regardless of their gift amounts. Do you know what moves them to give to your organization?
Why do your donors give?
If you don’t have a good sense of it, do a little detective work. Ask some donors for their thoughts.
When you know why people give, it’s more likely you’ll communicate in a way that encourages them to give again.
When should they give? Is there a deadline built in?
Deadlines can be a great tool for you. A sense of urgency will help your appeal stay in the “do soon” pile.
So why should someone give right now? Give them a good reason to act.
3. Find a great story to share
Humans love stories. Period. It’s the best way to take in new information. And a good story can reach hearts rather than only heads. (And it’s hearts that make gifts.)
Can you interview some beneficiaries? Some staff members who work on the front line? Look for someone who cares… a lot. You’ll want to communicate that caring throughout your appeal.
Your appeal will be stronger if you can focus on a single, powerful story. But if you can’t find one, a few strong vignettes can work as well.
This is an appeal. So you’re not looking for the best “happily ever after” story. If the problem you present has already been solved, there’s no space for the donor. Show the problem your organization wants to solve… with a real person affected.
I usually use a video call and record it. That transcript will be so useful to you as you write!
4. Get your house in order
If your data is a mess, stop right here and un-mess it.
You can send the most powerful appeal… but if it doesn’t get where you want it to go, you won’t raise money. Get donors’ names right. And addresses. And salutations. (Don’t “Mrs.” me, thanks.)
5. Write your appeal
Ok, time to write.
You know how stories have a beginning, middle, and end, right? Well, we’ve already mentioned that you’ll likely want to leave the story’s end out for your appeal. Don’t describe a problem, then solve it before donors can help!
Keep a narrative arc in mind. But don’t feel wed to a this, then that timeline. It’s a guide for you. Review the transcript of your interview or interviews. Highlight the parts that resonate emotionally.
Then… just write. Or talk and record it, if you’re a verbal type. Don’t edit as you go. Just go.
Picture a donor, someone who’s representative of the people who give to your cause. Then tell her why you’re asking for help.
Need inspiration? There’s a wealth of examples from great writers to be found at SOFII. Check out everything Lisa Sargent’s contributed and John Lepp’s Direct Mail Clinic. Also, don’t miss Jerry Huntsinger’s tutorials. They’re priceless!
6. Structure tips to help you
I don’t want to lock you into a formula. But it does help to understand that an appeal usually has a structure, regardless of the cause or the ask.
A. Start short.
Invite readers in with a very short first paragraph. Intrigue them. Ask a question, or begin a story that they’ll want to read.
B. Keep it open.
No long, dense paragraphs. Leave a space between each paragraph and indent.
C. Ask early and often.
You don’t have to tiptoe into an ask. Be bold! If the need is real, don’t shy away. Asking is the whole purpose of your appeal. So, make sure you ask within the first few paragraphs. And/or use an ask before the salutation. (Called a “Johnson box”)
D. Make it personal.
Use the donors’ names throughout if you can. (See clean data, above) People are drawn to their name. It will help keep their eyes on the page.
E. Keep it simple.
No one will read something difficult to read. Check the grade level and aim at 4th to 6th grade. (Yes, even for your organization’s especially brilliant donors. It’s about ease, not IQ.)
F. Review, refine, and cut what doesn’t work.
Set it aside after writing and come back to it with fresh eyes. Read it aloud. Does it flow? Does it make sense? Is the need urgent? Is the ask clear?
G. Think about the entire package.
Is the response form easy to use? (If at all possible, use a full-size page. Leave lots of space for people to fill in information. Use the back of the reply to ask for monthly gifts… or simply to say thank you.)
What about the outer envelope? If you don’t get that opened, all your work is for nothing. Can you tweak the donor’s curiosity? Show urgency? Make it feel really personal?
Anything that presents a barrier, however small, to completing the gift will likely mean a lost gift.
H. Show it to a stranger.
Not a stranger to you… But someone who’s not involved with your work. Ask them to read it while you’re with them. Watch how they interact with it and make adjustments if necessary.
7. You’re ready to go!
Put together any needed design. (It’s ok if it looks a bit hand-made. What doesn’t work is something that looks too official.)
Send it to the printer. Mail it.
You did it!
P.S. One person signs the letter, please! And unless you have an experienced copywriter on your board, leave them out of the process. The last thing you need is appeal by committee.
P.P.S. Always add a P.S. Eye-tracking studies show it’s one of the most-read parts of an appeal!
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