Whatever you write must pass the litmus test – that is, it must cause an emotional reaction. A shudder. A lump in the throat. A memory of someone familiar. This is “disruptive advertising” at its best.
‘Tis the season to be charitable – and a time when non-profit writing swings into full gear. Whether you’re crafting words for a company campaign or soliciting donations for a religious organization, writing to raise funds can be tricky. Topics tend to be grim (poverty, cruelty, need) and the ask is blunt: send money.
The fundraising writer walks a thin line between sappy and sincere. Too cloying and sentimental, and you risk turning the prospect away. Too abrupt and logical, and the prospect doesn’t engage. One tip that works well is to create an individual appeal rather than tackle the problem at large. This is the basis for the New York Times’ “Ten Neediest Cases.” Better than asking for money to “feed the children,” it’s more compelling to say, “Mary is a quiet child with imploring eyes and pale skin. She’s small for her age because she rarely has enough to eat. This winter will be even more difficult because her parents will have to choose between food and fuel. When asked what she wants for Christmas, Mary says, ‘Lunch, a pair of mittens, and a doll for my sister.’ That’s really not asking for much, is it?”
So what has happened here? You can “see” Mary and “feel” her pain. By establishing humble qualities, you position her against others who may appear greedy and less deserving. By itemizing specific needs, you address various giving options: food, clothing, the joys of childhood. An understatement at the end goes for the gut without spelling it out.
Whatever you write must pass the litmus test – that is, it must cause an emotional reaction. A shudder. A lump in the throat. A memory of someone familiar. This is “disruptive advertising” at its best. The content is intended to make prospects uncomfortable but not so much that they can’t take action. You must always allow the prospect to be a hero.
This particular description lends itself to a memorable campaign name: “Mittens for Mary” — but it could just as easily be “A Wheelchair for William.” Whatever you write should be transparent: name the recipient organization, provide their charitable status (tax-exempt, 501(c)3 etc), describe how the funds will be distributed and used. Case in point:
A man was collecting donations at my local market. He belonged to reputable civic group, designated by his apron. He said he was raising funds for “children with disabilities,” but when asked about the recipient organization, he said it was “private.” So how did children receive these funds? “People apply.” Who decides which children benefit? He didn’t say. How do people learn about the available funding? No clarity on that either. I put a few coins into his bucket, but didn’t like it.
Lesson learned: the donor should feel good about giving, and demonstrating strong governance is a way to do that. A better approach would have been to provide documentation about the recipient group, facts about the number of children served, types of disabilities addressed, a list of board members, medical affiliations, credentials from Guidestar or the BBB stating % of overhead vs disbursement. Icing on the cake would be photos of smiling children receiving help. Even better — a caption like: “Bobby says ‘Bless You.’”
As with any direct response campaign, the call to action must be easy: mail, phone, online or in person. A heartfelt thank you and a receipt for tax purposes should seal the deal. Not fancy writing there but good form. And don’t forget to capture the donor information for the database.
Tags: direct response, fundraising, non-profit
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