Writing to Raise Money
As November slides into December, the days shorten and the holidays approach. Nonprofits have something more in mind: End-of-year giving.
According to Mary Kerwin, a consultant who works with nonprofits on fundraising and other matters, most receive 20 to 40% of their revenue in December, starting with #GivingTuesday on December 1.
A nonprofit's effective fundraising starts with a cause that donors want to support and the capability to create solutions. Assuming that's in place, how can good writing help an organization raise money? That's what I wanted to learn from Mary, who shared these ideas. Provide fresh content Most donors have gone to your website or read other communications from your group during the year. Have something new in December to keep them reading.
Copy should be compelling and short, she said. Some tested ideas: - Review of what you accomplished in the previous year that fulfilled your mission
- A look ahead at the top goals you will tackle in the year to come
- Media or other third-party coverage of your "wins"
Write compelling, but conversational copy, not overly negative or aggressive. And make it short. Writers can often help colleagues immersed in the intricacies of their program be concise.
Use storytelling, but in the right place Lately, everyone praises storytelling as a way to personalize a large problem--a story of a family and its challenges with homelessness versus a statistic about 800,000 homeless. While recognizing the value, Mary warned against overusing the technique, or rather making sure that you use it in situations where people will have the time and inclination to read or listen to your story. You can also embed a video or link to a feature story for those who want the story, without making them sit through it if they don't. Recognize the power of a photo--and its caption A strong photo draws people into what you have to say. Use a caption to connect the image with your message. Don't always ask for money Recognize and use the many channels available to you--from direct mail, to email, to phone calls or social media. But don't write copy to ask for money through all these channels.
For example, write direct mail and email copy that does make the ask. (See below on hints for effective emails for fundraising.) Social media and phone calls could instead reinforce the work of the organization so donors are ready to give when they do receive a direct solicitation.
Help a contract writer help you If you hire consultants to write your content, connect them with the "program people" in the organization, rather than funnel all the information through the development or communications team. Let writers learn about the substantive issues from the people doing the work, ideally in a sit-down meeting or at least by phone. She warned program staff sometimes short-change their own successes or get too involved in the details, which is where a strong writer, whether in-house or consultant, can help. Mary's firm, Blue Strike, offers free webinars, tip sheets, and other resources, including the slides from a recent webinar on end-of-year fundraising.
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