Please Tell Me a Story ...

In their own words
Let the recipients of your help tell donors how great your organization is. Their quotes are powerful; it's real people (who I now visualize because I've received enough facts to form an image in my mind) saying — in everyday language — how they have been helped.

While animal and environmental causes may not be able to quote their main recipients, include quotes from people who see the results of your work. For example, quote a woman who adopted one of your rescued cats or a family who hikes in the forest you are preserving.

"Project speak" is important in major-donor, foundation and corporate proposals, but so is proof that you are effective in what you do. Having someone who isn't your employee or spokesperson say "this group is the best!" is a powerful way to provide that evidence.

Photos can fill in the blanks
Even if they aren't professional (or at least high-quality) photos suitable to be used in your fundraising material, give your snapshots to your writer. They provide details that he or she can use to paint the word picture.

When I look at photos, I may see a person who looks older than his years (I know, because I was given the man's age in the narrative) or who has a look of determination on her face that tells me she can succeed — with a little help from the donor. Your photos help me make these observations and then help me make the person real to potential donors.

Of course, a good writer can create copy from almost nothing. But copy that is truly moving and factual usually requires a decent amount of resources. By focusing on basic facts, a few quotes and some pictures to help your writer visualize, you increase the possibility that your fundraising project will connect with the potential donor and lead to a contribution.