I am not a great writer. If I am being super honest, even writing this book review caused me a bit of stress. That is why I am so grateful for Jeff Brooks.
Do you know Jeff? He’s the smarty-pants behind Future Fundraising Now, and the author of some pretty awesome books – and his newest book, How to Turn Your Words Into Money: The Master Fundraiser’s Guide to Persuasive Writing, breaks down step by step exactly what you need to do (and NOT do) to write fundraising copy that makes donors want to give..
The book has great practical tips (more on that in a second) – but one of my favourite things Jeff does is little “what not to do” and “what to do” before & after style examples throughout. I found them to be super-duper helpful. Here’s one example….
So, what did I learn? For me the book boils down to this:
Audience is everything: Know your audience (donors), think about your audience (donors), love your audience (donors). Make content for your audience (donors) and no one else – not your CEO, not your board and not yourself!
Giving is beautiful: Understand what giving does for the GIVER (the donor) not just what the gift does for the beneficiaries. Giving feels really good! And guess what?? That means that fundraising isn’t begging or annoying. When done right donors love well-written fundraising copy.
The Donor is the Hero: Writing fundraising copy well means putting the donor at the heart of your good work. Talk about them – what they have accomplished. What the donor has done – and can do – to help others in need.
Overall this book is easy to read (it only took me a day), incredibly informative and I really believe it will help you raise more money. It’s for sale on Amazon, and we may be giving away a copy or two at the #DonorLove Rendezvous. I promise you it is worth reading.
Written by Rory Green
Rory is a Senior Development Officer by day, and FundraiserGrrl by night. As a major gifts fundraiser, she connects donors with an opportunity to invest in a better future. FundraiserGrrrl is a blog about her cheeky observations about life in fundraising.
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