George Crankovic

Donors may push off giving until later, but you want their support now. Here’s how to add urgency to your appeal and boost response.

Effective copywriting for direct response fundraising is weird, and it has three qualities that can irritate nonprofit professionals.

Let’s dispel three of the most pernicious misconceptions that can destroy direct response fundraising results.

The year-end appeal is one of the best revenue producers of the year. Here are some best practices for year-end fundraising.

Aside from donors themselves, an offer is the most important part of your appeal. Here is how an offer motivates people to give.

Your fundraising team is not your donors. Overcome the disparities in age and point of view of donors with these three strategies.

Do you skip to the end when you’re reading a novel? Are you on the edge of your seat to see what happens next in a movie? When someone gives you a present, do you immediately want to rip it open and see what it is? Right now, are you starting to wonder where this is going?

The debate has been raging for decades. Add a teaser to the outer envelope of your direct mail appeal. Or don’t. Which is better?

The better you know your donor, the better your appeal is going to be. That’s obvious. The problem is your donor is probably coming from a completely different experiential background. How do you get inside that person’s head?

When it comes to your fundraising, don’t be like Othello. He loved “not wisely.” You should do the opposite. Love your donors wisely. And you do that by mailing and emailing them not necessarily more but smarter. Here’s what to do.

Most donors have a built-in distrust of fundraising messages. It’s true partly because people tend to be skeptical of marketing in general and partly because donors are usually skeptical of nonprofits and how they’re run...

When did telling donors “you’re a hero!” become the go-to theme for fundraising of all kinds—for any type of appeal and for any charity? The hero theme gets used (actually, misused) again and again...

You’re sauntering down the street on a warm Saturday afternoon when you turn a corner and see a long line of people in front of a French bakery. Your first thought is, "What’s going on here?" You glance at all the people. You glance in the window. You think, "The pastry chef must be brilliant." Next thing you know, you’re standing in line too, eager to order a baguette, a brioche and a couple of chocolate croissants...

You might think infomercials are corny and campy. Maybe so. But they’re also gems of direct response. Let’s take a look at the role the demo plays in an infomercial, and then we’ll see how to apply it to fundraising.

You can use verbal images to make just about every part of your offer and your fundraising appeal more compelling for donors, keeping in mind that the images should be based in fact and not just made-up. A verbal image is an effective way to …