Grammar Matters, Except When It Doesn’t

"This man decided not to Live but Know"
—Robert Browning, "A Grammarian's Funeral"

The goal of writing is to communicate. But the goal of fundraising copy is emotional communication. Emotion is the currency of our transactions with donors and prospects because the transactions we ask them to engage in are completely irrational. We ask them give us their money, and in return we give them nothing … nothing tangible, anyway.

What we offer in exchange for their gifts is an experience. An opportunity to feel good about themselves. And if we make them feel good enough, they'll want to keep having the experience again and again.

To sell emotion, you have to use emotion. That's where copywriting's uneasy relationship with grammar comes in.

Some writers think creating emotional copy means completely defenestrating the rules of usage. But it's not that simple. The only grammar rule that matters in fundraising copy is to make your message unambiguous and moving. However, there are some rules that always apply. For example:

Quotation marks are versatile tools. They can denote speech, conversation and certain types of titles.

They have the added advantage of drawing attention to themselves on a page. Since our readers are tend to be scanners, judiciously placed quotes can pull their eyes to the things you most want them to read.

But one thing quotations marks do not do is express emphasis. That's what underlines are for. And italics.

It's kind of shocking to see how often writers use quotes this way — especially considering how confusing and unproductive the practice is. See some hilariously egregious examples here.

Numbers stand out too. Numerals also catch the eye of readers who are just scanning the copy. The textbook rule is to write out one through nine and use numbers for 10 and above.

The copywriting rule, on the other hand, is to spell out the number that doesn't need as much attention, even if it's twenty thousand six hundred forty four, and use numerals for those that you want your readers see, even if they're only 2 or 3. Push back your chair and read this paragraph from a distance to see what I mean.

When we speak, we use inflection to avoid ambiguity and express the emotions we want to convey to the reader. This can be tricky in formal writing, but copywriters have it easier. You can use underlining, italics and other inflective cues to tell your reader exactly how to "hear" what you're writing:

1. I didn't say he killed his wife.
2. I didn't say he killed his wife.
3. I didn't say he killed his wife.
4. I didn't say he killed his wife.
5. I didn't say he killed his wife.
6. I didn't say he killed his wife.
7. I didn't say he killed his wife.

(Thanks to Lowell's Notes for the examples.)

The overriding grammar rule for fundraising copywriters is good judgment. Communicating information is only part of our goal. We must communicate emotions. Anytime you have to choose between an informational word and an emotional one, don't aim for the head — aim for the heart. That's where the real decisions are made.