How to write about a complex topic<\/h2>\n\n\n\n
When space and attention are issues, focus \u2013 relentless focus \u2013 is your friend. So even if you feel your organization\u2019s mission requires explanation, fight for simplicity.<\/p>\n\n\n\n
This is work you need to do before you write the first word. Explain your request as if you were talking to a third grader. Keep at it until your explanation is both simple and emotional.<\/p>\n\n\n\n
Here\u2019s a hint for you: often, the complexity concerns how you do your work. That\u2019s not interesting to your reader. Focus instead on why: the need. Don\u2019t tell donors or prospective donors about how hard you work. Tell them about what they will achieve with a gift.<\/p>\n\n\n\n
Your cutting-edge programs make you proud. But donors give for results<\/a>. So cut everything but the simple tie between need and result. Your donor goes in between.<\/p>\n\n\n\n When you look at it this way, your cause is not as complex as you think.<\/p>\n\n\n\n Keep your language simple, as well. Writing for skimmers is even more important in a digital format. So keep the words simple, keep the sentences short and break up long paragraphs.<\/p>\n\n\n\n Cut the flab. Adverbs. Adjectives. Often, the word \u201cthat\u201d. Stick to active verbs and simple nouns. Try the Hemingway app<\/a> to simplify and improve your writing.<\/p>\n\n\n\n You want readers to understand the need and the ask in a few quick moments.<\/p>\n\n\n\n You won\u2019t have the space to tell a long story. So simplify and focus. But don\u2019t be so focused on narrative that you let emotion go.<\/p>\n\n\n\n What details add to the story? What could be cut? Where is the true emotion? Worry less about putting the facts in the right order (you\u2019re not Sgt. Friday and this isn\u2019t Dragnet). Worry more about how you want the reader to feel.<\/p>\n\n\n\n Here\u2019s an example. Suppose your organization helps refugees. You could research one family\u2019s reason for leaving, their journey, and their experience with your organization. These are people\u2019s lives, so the full story is compelling and exciting and detailed.<\/p>\n\n\n\n You don\u2019t have space (or time, as your reader is measuring it) for the full story.<\/p>\n\n\n\n So what really matters?<\/p>\n\n\n\n They were in danger. They fled. Now they need the reader\u2019s help.<\/p>\n\n\n\n Use details only where they add to the emotion. A child\u2019s toy left behind. The family member who didn\u2019t make it. The angry words that greeted their arrival.<\/p>\n\n\n\n Look for the human details that connect your story\u2019s subject to your reader.<\/p>\n\n\n\n Think in terms of senses: we feel what we read. If you think about typing, your hands are likely poised to move. If you think about the soft texture of a child\u2019s blanket, your brain reacts as if you\u2019re holding it.<\/p>\n\n\n\n Email offers so many visual options. It\u2019s easy to insert video or many images.<\/p>\n\n\n\n But don\u2019t go crazy. One impactful image is far more powerful than a collection. Just as with print, chose an image with one person, looking at the camera if you can. We react to eyes looking at us, whether it\u2019s on the page, the screen or real life.<\/p>\n\n\n\n Keep it simple! Remember this is an appeal from one person to another. Being able to include all sorts of fancy things doesn\u2019t mean you should. I\u2019ve had more success with a simple letter format, including a signature and a P.S.<\/p>\n\n\n\n People help people. Show the people reading just the detail they need to feel a connection.<\/p>\n\n\n\n Actually, goldfish are apparently better at focusing than we are now. (Scary, right?)<\/p>\n\n\n\n You can\u2019t change our culture before your next appeal. So you have to work with it.<\/p>\n\n\n\n We\u2019ve talked about simplifying your writing and focusing on emotion. But emotion needs to lead to action for your appeal to be effective.<\/p>\n\n\n\n That\u2019s where repetition is your friend.<\/p>\n\n\n\n Design a compelling call to action. Simple. Emotional. Urgent.<\/p>\n\n\n\n Then make sure it\u2019s repeated throughout your appeal. Begin early. Then keep bringing the reader back to it.<\/p>\n\n\n\n For our refugees above, you can tell readers: \u201cThey fled violence and met anger here. You can welcome them. Make a gift today.\u201d<\/p>\n\n\n\n Remember, keep it all about what the donor can do, not what your organization does. You are the means to an end\u2026 the conduit for a donor\u2019s care and need to do something good.<\/p>\n\n\n\n Your data matters. If you want to move people to make a gift, you must appeal to them personally.<\/p>\n\n\n\n That starts with addressing them personally. Make sure your list is updated and has the information in it that you will need. (Nothing like getting a warm email that starts Dear *FIRSTNAME*!)<\/p>\n\n\n\n We are drawn to the word \u201cyou.\u201d We are also drawn to our name. So use names, just as you would in a conversation.<\/p>\n\n\n\n Don\u2019t go all pushy salesman, though. Read it aloud. Ask a colleague to listen. You\u2019re going for a gentle hand on the arm, not fists grabbing lapels.<\/p>\n\n\n\n Your emotional, urgent and concise appeal won\u2019t do its job if no one opens it. So spend a great deal of time thinking about your subject line.<\/p>\n\n\n\n Prioritize action over opens for an appeal. You need gifts, not just eyes, right?<\/p>\n\n\n\n I don\u2019t suggest hiding the fact that this is an appeal. If you let people know you\u2019ll be asking them to take action, you might have fewer opens. But those who do open it will be more likely to act.<\/p>\n\n\n\n Brainstorm 10 or 20 subject lines and run them through a few testers. (Try Advanced Marketing Institutes<\/a> or Co-Schedule\u2019s<\/a> headline analyzers.) Writing one quickly and hitting send isn\u2019t the way to succeed here. You have to make your reader feel she has to open this.<\/p>\n\n\n\n Direct mail still rules. But there\u2019s no reason not to do both.<\/p>\n\n\n\n Email can be easy to use. It can be tracked, so you can see how your messaging is working. And since almost everyone now has a mobile phone, it reaches people wherever they are.<\/p>\n\n\n\n But that\u2019s no reason to take it for granted. If you want results, give it all the care you give your print communications.<\/p>\n\n\n\n <\/p>\n\n\n\n I\u2019m Mary Cahalane, principal of Hands-On Fundraising<\/b>. I\u2019m based in Connecticut and specialize in annual giving programs and donor communications. And I stuff a mean envelope. <\/span>I say that not because it\u2019s the most important skill I\u2019ve developed. But after 30 years in the nonprofit world, I still approach my work hands-on. I enjoy the dual nature of this work: half art and half science; half philosophy and half paper cuts. <\/span>Helpful is my mission<\/b>. My fundraising experience includes arts, community, social service and education organizations. I\u2019ve helped to build successful fundraising programs by focusing on great communications, sensible planning and strong donor relationships. Can I help you?<\/a><\/p>\n\n\nCreating an emotional response<\/h2>\n\n\n\n
Goldfish attention spans<\/h2>\n\n\n\n
Make it personal<\/h2>\n\n\n\n
How can you get readers to even open your appeal?<\/h2>\n\n\n\n
The truth about online fundraising<\/h2>\n\n\n\n
Author bio<\/h2>\n\n\n
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