Choose each word carefully
I know you’re an expert in your area. You’ve got the jargon down, the buzzwords played, and a blank page at your disposal. But just because you know the lingo, doesn’t mean you should use it all. Picture your reader in your head (or better yet, stick a picture to your computer screen). Imagine them as you type. Will they understand your writing? Good writing – even academic writing – must be accessible. Written for the reader. So resist the temptation to cram all your knowledge into one sentence and choose the words you need to be understood.
Avoid clichés (like the plague)
I love a good cliché. I have used a few here in fact! It’s a personal vice, and I accept it. Why? Because they work. Sometimes. If you overuse them, or rely on them to do your job, then your reader will switch off. People are used to seeing certain phrases in print. They are tired and predictable. Use them too much and they will lose their impact – the exact opposite of what you want to achieve.
Use the active tense
I’ll be honest. I had to look this one up before I explained it. When you’re a native speaker you don’t tend to think in terms of tenses, and switching between them comes naturally. However, using the ‘active tense’ (when the subject performs the action of the verb) is the best way to inspire action. Sure, ‘a life could be changed by your gift’. But that’s a little passive. ‘Your gift could change a life’ on the other hand… That’s the active way to write great fundraising copy.
Vary your sentences
Don’t make all your sentences the same length. After a while it will sound quite monotonous. Your reader will get bored and stop reading. And nobody wants that to happen to them. Be different. Varying your sentences keeps readers engaged. It gives your work rhythm and pace. Yes, short sentences are accessible. But don’t be afraid to use longer ones too – they are a great way to share information, emphasise key points and drive home key messages. Variety is the spice of life (busted, a cliché!). So add some to your writing.
Edit like you didn’t write it
I get very attached to the words I’ve written, especially when they’re good. But sometimes they’ve got to go. If you work in fundraising – which I have, for 10 years – you will be used to fitting your copy into tight character counts. This is actually good practice. ‘Precise and concise’, my tutors always used to say. Now I know what they mean! After every piece you should always go through and trim the fat. Be brutal. And if you can’t do it, ask someone else to do it. Less is almost always more, so knock those superfluous sentences on the head.
*Gary Provost
NOTE: In writing these tips I’d like to credit Gary Provost and George Orwell as two important sources of inspiration. Their rules of writing will always stay with me.
If you like what you’ve read here, why not download my full ‘Expert guide to great fundraising copy’ – it’s got everything you need to write words that WOW!