Peterson Media Design

6 Great Ways to Say Thank You! to Your Donors

LeaAnn Peterson — Tue, 23 Jun 2020 20:50:53 +0000

1. Immediately After Receiving a Donation!

This might seem obvious, but is sadly over-looked by busy nonprofits. Stand out from the crowd and say a heart-felt Thank You immediately after receiving every donation.

Ideally, try to send a Thank You letter, card or email (at the very least) within 24 to 48 hours. Any longer than one to two weeks, and your Thank You loses all good will power.

Copy Tip: Write the Thank You letter at the same time you write the fundraising campaign! That way, it's ready to go when their donation arrives!

2. On the Donor's Birthday!

Remember, the average donor is a woman between the age of 65-75. Your happy, gracious card may be the ONLY birthday card your donor receives! You can make her feel special on her special day.

Copy Tip: Sending Birthday cards on the actual date can be time-intensive for small nonprofits. Instead, combine all that month's birthday cards and mail them all on the 1st of the month!

3. On the Anniversary of the Donor's First Gift!

This is a special day for both of you! She'll be tickled that you remember her generosity. Even better if you can remind her how much she gave in that first donation. Or, her total giving over the last year!

Show her all the good her money has created, and she may be inspired to give again!

Copy Tip: Even if you're a very small nonprofit with limited resources, this is the one piece of information you should be able to find quickly and easily in your donor database. Build from here! The more you know about your donors, the better!

4. Any Holiday Relevant to Your Donors, or Your Cause

Celebrate her generosity during times when family, community, peace and love are on your donor's mind already.

Remember, 'holidays' don't need to be religious! Indeed, there's a 'Day' for everything under the sun.

Send your Thank You on Earth Day... Martin Luther King, Jr. Day... Adopt a Dog Day... the list is endless!

You'll stand out in their mailbox simply by being 'different', yet connect to a special place in their heart related to the shared holiday.

Copy Tip: If you have a limited budget, choose a special 'holiday' for each month. Send a Thank You to a quarter of your list. That way, everyone will get en extra Thank You! during the year and you won't break the bank.

5. After an Event

It's mid-June 2020 as I write this post.

In-person events may be on hold for now until the COVID-19 crisis ends. But someday soon you will be seeing your donors face to face again! Welcome them back, and share your relief and hope for the future.

In the meantime, many of you have learned the fine art of ZOOM meetings and gatherings! You might even choose to continue with virtual meetings after the pandemic.

Either way, sending a Thank You after a donor has taken time out of their schedule to visit or attend an event will make them feel appreciated.

Copy Tip: Have this Thank You card ready to go in the mail before the event. Include this in any copy you have written leading up to or for the event itself.

6. Choose Your Own Adventure!

You never need a reason to say Thank You... but it helps. Make up your own reasons!

Be creative. Be unique. Have fun.

Saying Thank You! should be a joyful occasion for both you and your donor. Remember, you both benefit from their generosity!

Giving feels good. Giving Thanks feels GREAT!

Copy Tip: Create a fun Gratitude Calendar for the year, and start thanking donors as a part of your annual content strategy.

The post 6 Great Ways to Say Thank You! to Your Donors appeared first on Peterson Media Design.

Saying ‘Thank You!’ to Donors is More Than Good Manners

LeaAnn Peterson — Mon, 22 Jun 2020 20:40:27 +0000

Saying a heart-felt Thank You! to your donors is the pivot that every other touch point revolves around.

As a donor-focused copywriter, I can help you take advantage of every opportunity to tell your donors “Thank You! Your caring support makes a difference…”

Gratitude is the most essential key to a donor-centered fundraising plan. For example, how would you feel getting a letter that starts like this:

“Dear Fundraiser,
Thank you so much for everything you do! The world is a better place because of your hard work and dedication…”

Well, I mean it. You really do make the world a better place. So I put a mini ‘Thank You!’ here just for fundraisers like you to find. Like a virtual hug from me to you.

And, that’s the kind of writing your donors need, too. Personal… conversational… loving… and sincere. When donors feel appreciated, they give more. Which makes them feel good, and want to give again… and again… and again.

And, when they give, you have more money to spend to do even more good work. Which makes you feel good!

This cycle of love and appreciation is what makes the world go around, after all.

When Should You Send a Heart-Felt 'Thank You'?

Thank You campaigns can happen ANY TIME you feel your donors need some love. You don’t need a reason to say Thanks.

Wondering if you should send a physical letter or use email? In today’s digital world, especially after the COVID-19 crisis, email is quickly becoming a great way to stay in touch. That said, email still doesn’t match the power of a letter in the mail.

In my opinion, when your budget allows or the occasion calls for it, stick a stamp on it. Your donors will love you for it!

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Report Back with Donor-Focused Content!

LeaAnn Peterson — Mon, 22 Jun 2020 20:35:08 +0000

Donors are amazing people who give their money and time to support your cause.

All in exchange for nothing more tangible than the warm glow that comes from giving.

Nurture that warm glow into a steady flame with donor-centered content!

The Essential Elements of Donor-Love Content:

JOY! Yes, it’s true. Spread joy even when you’re breaking hearts with a story of desperate need or injustice. Make sure the donor Feels Good about helping!
RESPECT! Donors have lots of other ways to spend their money and attention. Respect their time by getting to the point right away.
LOVE! Believe in your donor’s endless ability to love your cause as much as you do. All they ask in return is a bit of Your love and attention in return. For some donors, that means a personal relationship through phone calls and in-person meetings. But most of your donors are more than happy with a constant flow of interesting, donor-focused content.

Avoid 'Donor's Remorse' with Great Content!

Like any consumer, donors need to know they made the best decision with their money… or they stop giving!

Why do donors stop giving to a charity? Many donors give this disturbing answer…

“Because they didn’t tell me what they did with my money…”

Well, if that sounds like your nonprofit, you can’t blame donors for giving their donation dollars to someone else!

And make no mistake… their money is going somewhere they can make a difference. Why? Because donors give! That’s what they do. It’s part of who they are as caring, spiritual, or even outraged people.

Don’t let their Warm Glow burn out by ignoring their need for proof their money is being well-spent!

Find out how I can help you get more ‘in touch’ with your donors! I offer a full range of donor-focused content services including blogs, articles and email funnels. Click Here to learn more about Donor-Focused Content Services…

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The Cheetos Principle: A No-Guilt Guide for Fundraisers

LeaAnn Peterson — Thu, 23 Apr 2020 20:28:05 +0000

Nonprofits need to market like a commercial brand.

That is… proud and often!

Let’s borrow an analogy from the commercial world. I call it the Cheetos Principle.

Think about this… How many times have you seen an ad for Cheetos in the last month?

At least once a day if you have kids or watch any televised sports.

Why? Marketing 101: Go Where Your Audience Hangs Out!

Ads featuring that ridiculous cheetah are there because that’s what Cheetos’ target audience – kids and football fans – are interested in.

But everyone knows what Cheetos are, right? So why do they need to advertise?

Cheetos isn’t trying to convert new fans. They don’t have to. After all, you either love Cheetos… or you don’t.

The purpose of marketing like this is simple. Cheetos is reminding their current fans how much they already love Cheetos… and trying to stand out from the crowd of other yummy snack foods on the shelves.

Because those same fans have CHOICES! And lots of them.

Thank about the chip aisle at the grocery store…

You can pick potato chips, tortilla chips, onion rings, pretzels, BBQ chips… and that doesn’t include the dips.

And here’s the brutal truth about marketing for ANY business… if a world famous, well-loved, super yummy snack like Cheetos has to advertise every day… So do nonprofits like yours!

Your charity is competing for a very limited slice of your donor’s wallet. Make no mistake… donors are going to give that money to someone.

After all, Donating makes people feel just as good as eating Cheetos during a movie with your kids.

Constant donor-centered marketing makes sure they think of Your cause when they give.

Put an offer they can’t refuse in their hands… as often as possible.

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To Ask or Not to Ask During a Crisis… That is the Question

LeaAnn Peterson — Thu, 23 Apr 2020 19:40:06 +0000

Today we’re talking about asking for donations during a crisis.

The world is in the middle of a global health crisis right now. COVID-19 has caused havoc with fundraising efforts around the world.

And fundraisers like you are wondering… “Is now the right time to ask for donations?”

The short answer is Yes! Ask! For goodness sake, Ask!

So, why the angst about asking for donations during a crisis? Especially now when you desperately need funds just to keep the doors open.

Mis-placed empathy. You feel bad for your donors. Times are hard and uncertain.

You can’t help but project worst-case scenarios on their circumstances.

What if they can’t afford to give right now? They’ll feel bad if they have to say no. Or they might get mad at you for asking at all.

Let me reassure you, it’s not true. If they can’t afford to give, they won’t. They’ll still be happy you asked.

Try looking at it this way…

Asking donors for money is NOT an Imposition… it is an Opportunity for them to help when help is desperately needed.

But they won’t know you need help unless you ASK!

It’s not up to you to protect your donor’s bank account. She wants to give, because donating feels good.

Don’t take away your donor’s choice to give during a crisis. Donating to a cause close to her heart is her way to make a difference she can control… when the whole world is in chaos.

A few last words of inspiration to get out there and ASK!

Ask! Don’t Think ‘Imposition,’ Think ‘Opportunity.’

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Why Hire a Freelance Fundraising Copywriter?

LeaAnn Peterson — Thu, 23 Apr 2020 17:37:52 +0000

What can working with a freelance fundraising copywriter do for you?

If you clicked on this blog, it’s because you need help.

You’re exhausted by the sheer amount of writing you have to do… direct mail letters, emails, newsletters. The list goes on.

You want more time in your day to do the tasks that really make an impact on your fundraising… like calling your donors with a personal phone call.

Well, you deserve a break. Sit back for a minute and relax. You are definitely in for a treat.

By the time you’re done reading (and I do hope you stay to the end), you’ll feel like you just had the most scrumptious ice cream sundae… ever!

Your Time is Valuable

Let me ask you a question… what do you WISH you had time to do?

What opportunities are you losing by writing all your fundraising materials yourself?

You could be calling donors by phone! Hands down, a personal phone call is your most powerful donor engagement opportunity.

You could be collecting great stories! When you’re not chained to your desk, you’ll have time to engage with donors, clients and volunteers. Their passion and experience make great fodder for fundraising.

Or, let’s break it down in lost opportunity costs.

How much is your time worth in dollars every day?

There’s a basic math equation to figure out what your daily wage is. But it’s pretty boring. It goes like this:

Assuming your annual salary is $50k, your daily wage is $500… Or about $60 an hour.

Now let’s consider what each project costs you to produce:

Two hours to write an email to donors? That’s $120… EACH! Emails are like potato chips. You can’t send just one.
Five days to draft a direct mail campaign? That’s $2500… and you know that’s a conservative estimate.
Three more days to write the Thank You campaign your donors deserve? That’s another $1500…
And repeat… because fundraising never ends.

And last, your accountant will Thank You!

As a freelancer I work by Contract with a preset fee and list of quantifiable deliverables. I do not bill by the hour.

Which means… No matter how long it takes me to write the content, Your Costs Stay the Same.

Wouldn’t it be nice to hand off your never-ending writing tasks to a professional who just does one thing… and does it well.

Transform Your Fundraising with Donor Love

Every word you write for your nonprofit has one purpose… to raise funds necessary to do the good work you do.

Donor Love Fundraising is the key to raising more money than you ever thought possible.

Start telling your donor how much you love her. Tell her how important she is. And what she can do to make a difference.

This is why I love my job. There’s no other industry on the planet so centered around love.

I get to love your donor so hard they look forward to opening your mail… even when she knows you’re asking for money!

I can help you stop talking about how great your nonprofit is… and start helping you build long-lasting, loving relationships with your donor.

I can help you find every opportunity to love your donor. She’ll feel needed… appreciated… welcome… and empowered.

With donor-centered copy, your donor becomes the HERO of the story.

And who doesn’t want to be the hero who swoops in to save the day?

Writing Donor-Centered Fundraising is Hard Work

And there’s a LOT of writing to do, right? On any given day, you might be working on direct mail campaigns, emails, thank yous, newsletters…

But you need to do more than tell potential donors what you do to save the whales… or the children… or the puppies.

Donor-centered writing is different than old-fashioned fundraising.

Instead of telling your donor what your nonprofit does to solve the issue… you show her how her caring and generosity will make all the difference.

What about using volunteers?

You might be tempted to have volunteers write emails or newsletters. That’s free labor, right?

Not really. Volunteers have costs, too. They require training and supervision just like any other employee.

If they don’t understand how to write for nonprofits, they may be costing you more money than you realize. Their time might be better spent elsewhere.

Writing donor-centered copy for nonprofits is a specialized skill. Not everyone can do it well.

As a professional fundraising copywriter, I’ve trained with the best fundraisers in the business to learn my craft.

I believe it’s important to know what works… and what doesn’t!

Otherwise, you’re just leaving money on the table. Or worse… giving it to someone else’s cause!

Learning from the Best in the Business

7 Steps to Creating Record-Smashing Direct Mail from Jeff Brooks
Making Money With Your Donor Newsletter from Tom Ahern
The Hidden Treasure of Fundraising from Sean Triner
How to Make Money as Freelance Fundraising Copywriter by Mary Guinane Mcnamara & Bob Bly
You’ll find more information about my fundraising credentials on my website if you go here.

P.S. You've Reached The End

I’m gonna’ let you in on a secret… you just skipped all the way to The End. Didn’t you?

You’re not alone! MOST people skip right to the end. You want to know if the content will be worth your time.

After all, you ain’t got time for fluff. No matter how yummy it is.

That’s why copywriters craft the P.S. first! This is where you wrap up your whole promotion in one delicious package.

Well, I’m going to reward you, busy soul that you are! After all, the best part of eating a delicious sundae comes at the very end… when there’s nothing left but ice cream soup laced with chocolate sauce and sprinkled with walnuts.

P.P.S. Why Outsource to a Freelance Fundraising Copywriter

In a candied pecan nutshell:

Your time is valuable! I can set you free to do the heart-centered things you love most.
You’ve heard about Donor Love… but don’t how to make that happen. I can help you find every opportunity to love your donors so hard they can’t wait to hear from you! (Even when you’re asking for more money… Yes, really.)
You love making a difference… but you don’t have time to do the things that make the biggest impact. I can write donor-centered direct mail campaigns, emails, thank yous, newsletters… the list goes on! I’ve trained with the best fundraising writers in the business to learn exactly what works… and what doesn’t.

You chose the nonprofit path to make a difference! Are YOU the best person to write donor-centered, passionate, loving copy for your cause?

Ready to get unchained from your computer? Let’s talk!

You can reach me at la@petersonmediadesign.com

Or, By phone at: 1+ 612-845-3543

The post Why Hire a Freelance Fundraising Copywriter? appeared first on Peterson Media Design.

Writing Headlines is Easy using this 4-U Headline Formula!

LeaAnn Peterson — Mon, 06 Apr 2020 16:54:56 +0000

Writing headlines is hard!

There… I said it. Writing headlines is stressful. Even for experienced writers.

Why?

Headlines are often the only thing your reader sees!

That’s why! Writing headlines is the single most important step in writing anything for your organization.

But don’t panic yet! There is a handy formula you can apply to every article and web page you write.

The 4-U Formula for Gripping Headlines will have you churning out awesome headlines in no time!

Put your headlines to the 4-U Test. If they score a 3 or higher, you have a winner!

Put the 4-U Formula to Work

Ready to write gripping, irresistible headlines?

Practice writing gripping headlines! Brian Clark of Copyblogger recommends writing 100 headlines every day. No kidding! But if that seems daunting, try writing at least 10 headlines for your next article.
Check your email! Yes, really. Write down the Subject lines and put them to the 4-U test.
Read a newspaper or magazine! Editors use limited headline space to catch reader’s eyes, FAST.

Writing headlines just got a whole lot easier for you, I hope.

Use the Secret 4-U’s Formula when you write your next article, email, or even craft bullet points.

Turn so-so headlines into copy gold.

Remember, to win the attention game, use your 4-U Headline Formula: Give each headline a score of up to 4 points. Aim for a 3 or higher. GOAL!!

Happy writing!

The post Writing Headlines is Easy using this 4-U Headline Formula! appeared first on Peterson Media Design.

8 FAQ Tips to Delight Your Donors

LeaAnn Peterson — Fri, 03 Apr 2020 23:10:38 +0000

Why Donors Love FAQs

Why do donors love FAQs?

Simple. Donors are just like any other customer.

If they visit your website, they have a question they hope you can answer.

As professionals, it’s easy forget that every donor or beneficiary of your nonprofit is an ‘eternal beginner.’ What seems obvious to us is brand new information to them.

Write an FAQ page for the people who have never met you as if you’re going on a ‘first date.’

These 8 FAQ Tips will make your job much easier.

8 Tips to an Awesome FAQ Page

Tip #1: SEO!

Use SEO techniques and keyword searches to bring new visitors to your website!

Nowadays, long phrases or whole questions are used as search terms. Find out the most common questions donors look for online and use those exact words.

PAYOFF: When the search engines can find you, so can your donors and clients! Be sure to follow Tip #8: Donor-Focused!

Tip #2: Scanners, not Readers

Online visitors don’t read. Not at first, anyway. They ‘scan’ each page looking for keywords that appear to answer their question.

Then, they might slow down long enough to read.

How to make copy scannable:

Larger Font sizes for headers
Bullet points
Breathing Space (White space lets the eye ‘rest’ between ideas)
Clear Headlines and Subheads

PAYOFF: By writing for ‘scanners’ you create more chances to snag their attention and ‘wow’ them with the words you want them to read.

Tip #3: Objections

Why would someone Not donate to your cause?

Make a list of the reasons. Then, answer them! Tell the donor why they are needed, right now and forever, to solve the problem you serve.

Donors are just like regular customers. They hate to be ‘sold’, but love to give. Their logical mind is trying to stop them from making an unwise decision, with time or money.

PAYOFF: Overcoming objections is hard work. But when you gain your donors trust, they’ll become a loyal supporter.

Tip #4: Images

Some would say images detract from a good FAQ page. Too distracting.

They have a point with some industries, and some questions.

On the other hand, a well-placed picture is worth 1000 words.

PAYOFF: The right image in the right place with the right message can boost engagement by up to 94%! Still, use wisely.

Tip #5: Well Organized

Refer back to Tip #2: Scanners, not Readers.

The same holds true for an FAQ page.

Create categories when you have more than 10 questions.

PAYOFF: A long list of disjointed questions will drive visitors away! Do a little ‘spring clean’ on your FAQs and make it easy to find what they want to know.

Tip #6: Personal & Memorable

It’s OK to add a little personality to your FAQ section.

Donors and clients are more likely to remember the answer if they feel like it came from a person, not an organization.

Write simple sentences. Pretend you’re having a conversation with a friend.

PAYOFF: Injecting a little personality here makes you more approachable. Remember, people prefer to do business with people, not companies.

Tip #7: Infrequent Questions

Do you have a series of questions you wish donors would ask?

Information you want them to have, but that doesn’t fit anywhere else might go here.

Link to it from the FAQ page, but be clear this is ‘extra special’ information. Donors who are really interested in your company will visit.

PAYOFF: This section is optional. Either make it good… Or leave it out.

Tip #8: Donor-Focused

Perhaps most important, web content must be written for your customer first, last and always.

For nonprofits, your customers are donors and clients.

Write your FAQ page to please and inform your donors.

Try not to use it as the “What the Organization Want You to Know” section.

PAYOFF: When you write good, relevant content for people first, everyone wins!

You’ll find more articles about crafting an FAQ page here:

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The 4 P’s Guide to Write Winning Fundraising Campaigns

LeaAnn Peterson — Fri, 03 Apr 2020 17:33:06 +0000

First up: The Promise

There are four parts to this secret copywriting formula. Use it wisely!

The heart & soul of every campaign is a Big Promise – One simple, easy to understand, useful solution to a common problem.

But hold on now. Before you write a single word, you need to nail down a few key elements:

First, get to know your donor inside and out.

After all, you can’t solve their problem if you don’t know who you’re talking to.

What do they want?
What do they love? Fear? Crave?
How old are they? Married? Kids? Employed? Retired?

Then, look at your cause. What is your organization known for?

Who or what do you serve?
What are the features?
The surface benefits?
What are the deeper benefits that speak to an emotional need?

The Promise Formula looks like this: Features + Benefits + Customer Needs & Desires = One Big Promise.

Second: The Picture

Part two of the secret copywriting formula…

Once you’ve drawn the donor into the Promise, paint a Picture in their mind.

What does life look like NOW, before you’ve provided the solution? Really yank on the donor’s emotions about the situation. Fear, guilt, horror, outrage, anger… even love, honor, or faith.

Your organization can help the donor solve that problem! Give the donor a clear picture of how they can use your service to make a difference in the world.

It’s true. A picture does speak louder than 1000 words. Sometimes too loud!

Beware of relying too heavily on images. The wrong image in a fundraising campaign can kill response rates.

Instead, get really good at telling word stories. Draw the donor into the room with a suffering patient, or cuddling an abused puppy. Make the donor a part of the action.

Copywriting isn’t about saying everything there is to say. It’s about saying one thing that will speak to your donor.

Third: The Proof

Part three of the secret copywriting formula…

You’ve set the hook by appealing to your donor’s deepest emotions. She’s interested in solving this problem you’ve told her about. But…

Now you need to reassure her with rational reasons that she’s making a good decision.

Before she can donate to your worthy cause, she needs to know you’ll do what you say you will.

Here are a couple simple ways to add Proof to your campaign:

Testimonials: These can be from other donors… clients of your nonprofit… celebrities… anyone who has a positive relationship with your cause.
Success Stories: These work best in the Reporting Back stage of a fundraising journey. Use these on your website, in newsletters, and Thank You letters.

Fourth: The Push

Fundraisers often stumble at part four in the secret copywriting formula. And it’s the most crucial step.

You’ve done the hard work and told your donor there’s a problem… Shown her how she can fix it… and proven you can be the instrument she uses to make change happen…

Now, you MUST ask for the Donation!

A thriving nonprofit charity is the same as any business. You won’t last long without funds to fuel the programs and services you offer.

But for some reason asking for the money feels uncomfortable. But here’s the honest truth.

Your donor is waiting, hoping, sometimes desperately, for you to give her the opportunity to say “YES! Please use my money to save the (fill in the blank)!”

If you don’t ask her, straight out, “Will you donate $25 today to feed hungry children?” you’re doing your donor (and your charity) a disservice.

So give yourself a pep talk, and remember – You’re in the incredible business of saving the world. Your donor wants to say yes! It’s OK to Push for a Sale!

The post The 4 P’s Guide to Write Winning Fundraising Campaigns appeared first on Peterson Media Design.

5 C’s Tips for Great Fundraising Copy

LeaAnn Peterson — Wed, 01 Apr 2020 21:48:53 +0000

All right fellow fundraisers! When you sit down to write, who doesn’t love a good template to follow, right?

Today, I want to introduce you to one of my favorite website content guides – The 5 C’s Content Guide for Great Content.

I learned this fundraising website content guide in a training class given by American Writers & Artists, Inc. If you want to learn how to be a working writer, check them out.

The 5 C’s are the content cornerstone of every great website, blog post, email you write. Follow these simple copy rules and your donors will love you!

It’s Not About You!

This is the most important rule… and also the hardest to follow.

It’s not about YOU!

What does that mean for your nonprofit fundraising?

Know Thy Customer, or in your case, Know Thy Donor! Find out their deepest needs, fears, desires & joys… and focus your content on solving them!

Most companies, nonprofits included, tend to talk about how great they are – “we provide life-saving medication for millions of children in Africa” or “our award-winning arts program brings art to inner-city children.”

Truth? Donors don’t care how great you think you are. They only want to know how they can help solve whatever problem you’ve put in front of them.

Focus the content on how they will benefit from how great you are at what you do!

Show Donors Why They Should Support Your Cause.

You are competing for your donor’s attention, care and, yes, their dollars.

If you don’t stand out, there are millions of other charities they could support, instead.

How do you do that? Show, don’t Tell!

Tell them a sad story: Stories are your greatest tool. And nonprofits have wonderful, emotional, heart-wrenching stories to tell. Choose one great story about one single person… and tell the donor how they can help make their life better.

Include Social Proof: Testimonials and powerful case studies to show why you’re the BEST nonprofit to solve a specific issue. Social proof – what others say about you – is more powerful than what you say about yourself.

Make it Clear.

“Make what clear,” you ask? Everything!

Every direct mail letter, website page, email, brochure… every word should make it easy for your donor to know what you do, for whom… and how to get involved.

Here’s a few basic tips to get you started:

Website navigation: You might also hear this called UX Design, or the most user-friendly way visitors move around your website. If it’s too complicated, visitors get frustrated and leave… forever!

Easy to scan: This applies to everything you write, but especially websites and Direct Mail letters. Use lots of white space, headlines, subheads & bullet points. Donors will scan pages looking for keywords to determine if they’ve found what they need.

KISS (Keep it Simple, Silly!): Use simple words. Avoid jargon like the plague! And feel free to break any and all grammar rules… if it gets your point across fast!

Include a Call-to-Action on Every Page.

Ask them to do something! Train your visitors to participate on your website and email series.

Have them click a link in the text… complete a survey… make a donation… ask for more information… fill out a contact form…

The options are endless! Encourage engagement and start a conversation!

Go with the flow! Consistency is your friend.

Consistent language, logos & colors across all your marketing channels builds trust and recognition for your brand.

Every web page, email, or ad used to market your business should look and feel like part of a whole.

Use the same fonts and colors… Simple navigation… Logical and smooth copy… Appropriate images…

With One Big EXCEPTION: Fundraising direct mail letter packs can, and SHOULD, break all these rules.

You want your fundraising letter to stand out from the crowd… but remember – fundraising is not about YOU, the organization. It’s all about the donor.

How do you do that, you ask?

Leave your logo off the envelope and (sometimes) the enclosed letter… first, it creates mystery that may inspire the curiosity needed to open your letter in the first place. And second, it gives you the chance to really make the letter All About the Donor.
Use colors that speak to the donor… not the ones used for Brand Identity. No matter what your professional marketing guru says about keeping your messaging ‘consistent’ across all channels.
Liberal use of the word ‘YOU’ sends donors the single most important message of any fundraising campaign… “You are Needed. Right Now.”

There you have it! I hope this quick Fundraising Website Content Guide inspires you to write donor-centered copy for all your writing projects!

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