The connections that inspire action.
— Written by Jasmine Coronado, Strategic Advisor at Marlin Communications.
The best fundraising creates a relationship between the donor and the cause. The strongest appeals combine emotion, urgency and a clear role for the donor in creating change. Recognising the personal drivers of the donor, amplifying their identity through connection with the cause is a powerful way to create and maintain motivation to give.
Here are three tips to help you write compelling and persuasive fundraising copy.
1. Find a strong hook
The opening moments of your appeal are critical. Whether it’s a powerful story, a surprising fact, a compelling question or a vivid image, your hook needs to stop the reader and make them want to keep reading. If you can’t capture attention quickly, the rest of your message may never be seen.
2. Create genuine urgency
Donors need a compelling reason to act now rather than later, or not at all. The most effective urgency isn’t manufactured – it’s rooted in the story you’re telling. A funding deadline, a time-sensitive opportunity, a growing need or a critical moment can all provide authentic reasons for immediate action.
3. Position the donor as the catalyst for change
You’ve invited the reader into a story about a challenge or unmet need. Now show them how they can help write the next chapter. Paint a clear picture of the difference their support will make and help them see themselves as an active participant in the solution.
The best fundraising copy isn’t about what an organisation needs. It’s about showing donors how they can help create a better outcome – and inspiring them to act today.
