Writing a successful fundraising communication — be it an e-appeal, social media post, direct mail letter, personal letter, program copy or anything else — can feel daunting. Especially given the high rate of failure (since 100% response is rare), having to write the ask can seem like a pathway to failure.
Old Dog Fundraising
While the concept of fundraising via e-appeals and mail may sound so last century, I assure you it is an important foundational piece for a fundraising program of the 2020s.
Direct response is not as sexy as taking donors to the golf course or hosting the annual major donor cruise, but I’m proud of what I do because I have seen the results of the money I have raised over the years. And if someone says to me, “Oh, you do junk mail?” that’s OK.
After more than a year of work from home — completely or part of the time — many fundraisers were eager to get back to the office.
As a writer of fundraising copy, one of my frustrations is having to create copy on a regular basis with little material to work with.
Much of what we knew about fundraising before COVID-19 seems to have gone out the window, and “nimble” has been the new No. 1 skill.