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Second, the demo has to show the product in use. When customers see the product in action, they can envision themselves using it. At that point, they become involved and they start selling themselves.
Third, the demo addresses customers’ natural skepticism. They wonder, “Does that thing really work?” The demo shows the product in an exaggerated way to prove its functionality.
The demo does a lot of the selling in an infomercial, but how can we get some of its power into fundraising copy?
How does it work for fundraising?
Here’s an example for a charity that sends Bibles around the world. The offer presented to donors is to give in order to send Bibles to people in closed countries — in this case, China. The “demo” in copy goes like this:
“What will it be like when you give? Just try this. Take a look at a map of China, and trace your finger on it, starting from Yinchuan in the north down to Nanning in the south and then from Tingri in the west to Shanghai in the east. You’ve just drawn the cross of Christ over China. You’ve just blessed that closed country. You’ve just blessed all the persecuted Christians there, all the seekers, and all our brothers and sisters in Christ who are worshiping in secret. That’s what will happen when you give now to send the Word of God into China.”
Reading this, the donor can see herself taking this specific and unexpected action. She can see herself blessing that country in her mind’s eye. And as she does, she’s demonstrating to herself what her gift will do, how her gift fulfills a religious obligation, and what it will mean to her personally and religiously when she gives. It involves donors far more than the usual talk about sending Bibles around the world.
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.