How to write great fundraising copy

Words, pure and simple. 

But writing – good writing – is hard. There are 171,146 active words in the English language, and it takes time to find the right ones. The challenge is to come up with a combination that not only presents the information you need, but that communicates it with style and finesse. Get them right, and words are your tool to educate, inform and inspire. Get them wrong, and not only could you miss important opportunities, but you could also put donor relationships at risk. No one wants to do that. So we’ve dedicated this post to all those working in fundraising and comms, and everything in between.

Because no organisation can afford to leave their words to chance.  

Laying the groundwork…

When deadlines are tight, it can be tempting to write (and use!) the first words that come into your head. Don’t. Writing is a process, and before you can begin you need to have a few basics in place…

STEP 1: Define your audience and purpose

Ask yourself who you are writing to, and what you want your reader to think, feel and do. They might sound like obvious questions, but they are easily overlooked. Take some time to formulate your answer. You will find it easier to direct your words towards a well-defined target.

 STEP 2: Choose your channel 

From social media to direct mail, website copy, annual reports and grant applications, every channel needs a different form and style. It’s important to understand the feature and characteristics of each, so that you can tailor your approach accordingly.

 STEP 3: Work your content

Good content is key to rising above the noise. Think beneficiary stories, service users, news and media, social trends and impact data… Ideas are everywhere. You just need to know where to find them.

Writing words that work

There is no one way to write a great fundraising copy, but there are a few rules that will help mark the way. Don’t be disheartened if it takes hours. From the first draft to the final copy, think of your words as a piece of clay. You will need time and expertise to sculpt them into shape. Not quite sure what form it should take? Here are some pro tips for all you fundraising marketeers.

• Say ‘no’ to jargon: Just because you know the lingo doesn’t mean you have to use it. Picture your reader as you’re writing. Will they understand what you are saying? Good writing – even academic writing – should be 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.
  
  
• Use the active tense: When you’re a native speaker you don’t tend to think in terms of tenses, and switching between them comes naturally. But when it comes to fundraising, using the ‘active tense’ (when the subject performs the action of the verb) is the best way to inspire action. Sure, you could write, ‘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.

• Mix it up: 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. Varied sentences give 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.

• Write to be read: There is nothing more daunting than long paragraphs of impenetrable text, so break your copy down into digestible sections. Say YES to headings, sub-headings, bullet points, infographics and images (they will help guide a reader’s exactly where you want it to go). 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.

• Factor in layout and design: Unless you’re filling out a grant application, chances are your words are going to need to fit into some form of design. This can be a little chicken and egg. You need to have an idea of layout to know how many words you’re looking at. Similarly, the shape and length of your copy is going to influence the design. The key here is communication. Don’t develop your content and design in silo, work the two together if you can.

• Make sure your call to action is clear: Whether you want someone to click a link, like or share, volunteer or donate, take a step back from your content and make sure your call to action is crystal clear!

• Edit like you didn’t write it: Most fundraisers are used to fitting their copy into tight character counts. It might be annoying, but it’s actually really good practice. Whether it’s a social media post or grant application, you should always go through and trim the fat. Be brutal. And if you can’t do it, ask someone else to. Less is almost always more, so knock those superfluous sentences on the head.
• Optimise your copy: When I write for the web, I always try to get the copy down first and pepper it up with keywords and phrases later (it stops me from over-optimising and sounding robotic). Why not apply this approach to different projects? Take some time out at the end and check that your words fit the brief and shine a light on the right key message and ask. If they don’t, it’s time to optimise and edit!

It's a marathon, not a sprint

Writing can be hard work, but the results are magic. When I’m in ‘the zone', nothing else exists. Nothing except the white world of Office and the combination of words I am trying to find. Fortunately, I have the luxury of spending that time. It’s my job. I won’t rush it, and neither should you. Words have a purpose – and if your organisation is serious about changing the world, you can’t afford to use the wrong ones. It doesn’t matter how good your designer can make them look. If your words don’t work, your message won’t be heard. So give yourself the time and space to make yours sound great.  

Want to find out more? Download the ‘Expert guide to great fundraising copy’ now – it’s got everything you need to write words that work.