By Alice Nixon, HMC Consultant

Writing for fundraising has a lot in common with a lot of other styles of communication – know your audience and be clear on your desired outcome. But there are also a few unique elements to keep that don’t always come naturally to writers who have started out in other industries.

Here’s a few things to consider when communicating with a for-purpose organisation’s supporters.

1.     It’s not you, it’s them.

The number one key to successful fundraising communications is understanding that it’s not your organisation that does incredible things – it’s the generosity of your supporters. For a donor to feel connected to your cause, they need to see that they are the solution to the problem. Instead of using language like “we will” and “our work”, replace it with “your donation will…” and “the work your support makes possible”.

2.     Emotion hooks your supporter, evidence reels them in.

A good fundraising piece will have an emotional story at its centre. Depending on your cause, you might want your supporter to feel sad, angry, scared, and good storytelling is key to stirring those emotions. Use emotional language and tell your reader how you want them to feel.

But once they believe in the problem, you need to show them substantial evidence of how their support is going to solve it. Facts, figures and a clear connection between their donation and the emotional story is essential to moving them to action.

3.     Keep it simple, scribe.

An important but often overlooked rule in every stage of the fundraising process is this: the easier it is for someone to support, the more likely they are to do so. Every moment that they have to pause and think is a chance they could change their mind.

In copywriting terms, that means using simple language and not bombarding your reader with too much information in every paragraph. If your audience has to stop and re-read a complicated sentence or simply gets bored because the story’s not moving along, you’re less likely to achieve your desired outcome.

4.     Ask and ye shall receive

When a supporter is reading a piece of fundraising communication they both need and want to be told exactly what is expected of them. As a writer, you need to understand exactly what you’re asking them to do and then repeat it throughout the copy to make sure the message gest through. Simply asking “for support” can be interpreted in many ways so whether you’re asking them to donate, buy a raffle ticket, or host an event, make your call to action clear. 

5.     Give to get back

Like any form of writing, the best way to learn how to do it is to read examples. A small donation once a year will keep you on a charity’s mailing list and you’ll start receiving examples of the types of communication that uses these techniques. Read their direct mail packs, eDMs and follow their social media and you’ll soon start to get a feel for how for-purpose organisations communicate across a range of channels.

Is your organisation resource poor and struggling to get all your writing and communications work done? We can help you plug the gap! Get in touch and we can chat about how we can help.