7. Show donors how and why to give
A verbal image can present the actions and benefits wrapped up in the experience of giving: “See yourself sitting at your kitchen table, writing out a check or going online to give. Your check sliding into the reply envelope. Your finger clicking the ‘submit’ button on your computer. A smile forms on your lips. You take a sip of coffee. You glance out the window. It’s a good day.” The image shows donors what “please give” means to them and conveys the personal satisfaction of giving to create a stronger call to action.
Just as you use photos and other visual images, you can make your appeals more compelling and more effective with verbal images. To pull donors in, don’t just say it. Say it in verbal images.
George Crankovic is an experienced, award-winning fundraising copywriter and strategist, he helps nonprofits reach and engage their donors through multichannel direct response, combining strategy, messaging, offer and audience to maximize results for acquisition, cultivation and reactivation. With a proven track record in marketing communications and fundraising, George has worked with blue-chip nonprofits from The Salvation Army, to Project HOPE, to World Relief, to The Red Cross and more nationwide.
An in-demand writer, George has published articles in Fundraising Success magazine, Nonprofit Pro magazine and other national publications. He is a guest blogger at Jeff Brooks’ Future Fundraising Now site, and he blogs at www.marketing-fundraising.com.