There are very few workplaces that can afford to leave high-quality writing to chance.[2] That’s why we asked expert charity copywriter Jennifer Ruthe to share some of her secrets to writing great fundraising copy. Here’s what we learned…
The foundation of great fundraising copy
Writing is a process. Before you put pen to paper (or finger to keyboard) you need to know who you are writing to and why. They might sound like obvious points, but you will be surprised how often they are overlooked. Define your target audience. Picture them in your head, or better yet, stick a picture to your computer screen. Ask yourself how you want them to think and feel, and what action it is you want them to take. You will find it easier to direct your words towards a well-defined target. And remember, it doesn’t matter which area of fundraising you’re in. Good writing – even grant writing – is written to be read.
Seven golden rules to make your fundraising copy shine
Writing is an art, not a science. There is no one right answer. No one set way. The trick is to find your own. But that doesn’t mean there aren’t a few rules to help get you started…
Rule #1: Drop the jargon
I know you’re an expert in your area. But just because you know the lingo, doesn’t mean you should use it all. Resist the temptation to cram all your knowledge into one sentence and choose the words you need to be understood.
Rule #2: Use the active tense
Fundraising is all about inspiring action and the ‘active tense’ (when the subject performs the action of the verb) is the best way to do this. 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.
Rule #3: 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. 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.
Rule #4: Edit like you didn’t write it
If you work in fundraising you will be used to fitting your copy into tight character counts. This is actually good practice. After every piece, you should always go through and trim the fat. Be brutal. And if you can’t do it, ask someone else. Less is almost always more, so knock those superfluous sentences on the head.
Rule #5: Make sure your call to action is clear
No one writes fundraising copy just because. It is all about inspiring action. So make sure your copy has a clear purpose and a clear ‘Call to action’ (CTA) that leaves your supporters in no doubt as to the action you want them to take.
Rule #6: Semantics matters
Words are a powerful tool, and we all have a responsibility to use them correctly. Think about the terms and phrases you are using – and take care to make sure you aren’t endorsing stereotypes, creating victims or selling saviourism. Semantics matter, so take some time to consider yours.
Rule #7: Optimise your copy
Those of your that write for the web will know all about integrating keywords and phrases as part of your standard SEO. The key here is to keep it sounding natural, to write your words first and optimise it later (otherwise you sound like a robot). You can also apply this approach to different projects. Once you’ve got a solid draft, take some time out to check that your words fit the brief and shine a light on the right message and ask. If they don’t, it’s time to optimise and edit!
Writing to be read
Reading is visual and there is nothing more daunting than long paragraphs of impenetrable text. Even if you’re writing a grant application, you need to find ways to break your copy down into digestible chunks that take your readers’ eye exactly where you want it to go. That means saying yes to:
- Headings and sub-headings
- Paragraph spacing and leading
- Bullet points and numbers
- Infographics and images
- Document formatting and design
And remember, not everyone can read your words easily. Real text, alt-text, reading order, font size, spacing and colour all make a difference, so take the time to keep accessibility in mind.
The importance of formatting and design
Everybody knows that direct mail appeals, newsletters and booklets generally come with some form of design work. But actually, every piece of text you write needs to be ‘design conscious’. Good formatting makes good sense. Even in grant applications. It shows professionalism and makes your fundraising copy more appealing and easy to read. And if you’re working on a campaign or appeal, be sure to factor in design right from the start. You need to have an idea of layout to know how many words you’re looking at. But don’t let this stop you from writing the words you need to get your point across. Copy and design should not exist in silo. It’s about communication and using each as a tool to improve the other.
How to write words that work
It all sounds great in theory, but how do you get your ideas down on paper? Writing can be a gruelling process, but it can be a wonderful one too. If you want to write great fundraising copy, you’ve got to give yourself the time and headspace to write. Block out a chunk of time in your calendar. Close your emails, put your phone on silent, make a cup of tea and just go for it. It doesn’t have to be perfect straight away. The key is to get the ideas out of your head and down on paper. Once you can see them, you can edit them and work them up into a final piece that shines.
Want to find out more?
If this post has piqued your interest, check out our Expert Guide to Great Fundraising Copy. From the basics of grammar, spell check and capital letters to sentence length, word choice, and editing techniques, we’ve got you covered.
FURTHER READING
If you want to find out more about the ethics of writing great fundraising copy, check out BOND’s Guide to ‘Decolonialising Language’.
REFERENCES & CITATIONS
In writing these tips, Jennifer Ruthe would like to credit Gary Provost and George Orwell as two important sources of inspiration. Other references include:
[1] Burnett & Fowler (2011). How to make sure your donors read your publications
[2] Davis & Birbili (2002). What do people need to know about writing in order to write in their jobs?