Read This in the Next 5 Minutes!!!
Here’s another example, this one a bit over the top. But it shows how a somewhat exaggerated demo of the work that this charity does will be more engaging and memorable for donors:
“To get an idea about how good you’ll feel when you give, picture this. Pack up an SUV with boxes of medicine tied down on the roof and in the back, and now get in and drive the 7,000 miles to Tajikistan, over land and by ferry across the ocean. When you get there, go all throughout the country, making stops at the remote clinics and hospitals, delivering the boxes of medicine. Watch as the doctors and nurses receiving this treasure clasp their hands together, overcome with emotion. Watch as they thank you again and again for the medicine and for your compassion and generosity. That’s what your gift will do. Every dollar you give will cover the cost to ship this vital, lifesaving medicine to where it’s needed to save lives.”
With this demo, donors can see for themselves, in their mind’s eye, how their gifts will be put to use, and they can see the charity’s work from a unique perspective — the perspective of the donor actually doing it.
Here’s one more example. This charity advocates for the anti-abortion cause, and the offer to donors is the opportunity to change hearts and minds about abortion:
“What will your gift mean to you and our cause? To get an idea, think about this. Pull a group of your friends and neighbors together and, with their eyes locked onto you, pour out your heart about abortion, moving them with your impassioned plea that abortion kills … that it ends an innocent baby’s life … that it destroys the mom’s life, leaving her wracked with guilt and pain. Watch as they nod their heads in agreement, sensing your passion, and as they vow to fight this evil with as much spirit as you. And once you’ve convinced them, go all across the state doing this, talking to people, moving them, inspiring them, each time to a larger audience until you’ve touched everyone’s heart. That’s what it’s like when you give.”
An agency-trained, award-winning, freelance fundraising copywriter and consultant with years of on-the-ground experience, George specializes in crafting direct mail appeals, online appeals and other communications that move donors to give. He serves major nonprofits with projects ranging from specialized appeals for mid-level and high-dollar donors, to integrated, multichannel campaigns, to appeals for acquisition, reactivation and cultivation.