Recently received my update on new packages and resources in the terrific SOFII files.
Somehow I had never noticed the “tutorial” on writing fundraising copy offered by Jerry Huntsinger, one of the best ever.
He’s up to installment #22 — “Whatever happened to real stories about real people?”
If you write — or depend upon — fundraising copy, Jerry’s series is “must read.”
Then get real!
Tom
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This is great if you’re a) a cause which lends itself to case studies like the example in the artcile (starving people in Africa, but also abandoned kittens, homeless people etc) and b) if you are writing to cold Prospects. I work for a medical research charity and my donors (warm) do not want case studies of suffering people – THEY are the suffering people! So I get frustrated when i see these ‘amazing’ articles that only apply to some fundraisers and certain audiences. It is much harder to write good fundraising copy for poeple who are the ones in the situation of hardship. also with medical research, your gift will not make a change in two weeks – so that also doesnt apply – it takes years! Please can we tackle the causes which are harded to sell rather than the same ones All the time!!! Thank you Anna
Dear Anna,
It is hard to remember a conference session that I have either facilitated or attended where there aren’t at least one or more fundraisers that say: ‘yeah but that will never work here.’
I appreciate your challenge. I have worked for environmental charities for many years and have also been hard pressed to deliver tangible real immediate results. We sell hope. Hope for a cure, hope for a healthier future many years later.
Medical research is important. Imagine if the cure for polio had never been discovered. What about insulin? It seems to me that most cancer charities raise money in the name of research as do many other health charities.
Good fundraising theory is universal – regardless of the cause.
A few quick examples:
1. Tell a compelling story about real people
2. Focus on your mission instead of your organization
3. Speak simple language
4. Ask
Perhaps when we read good case studies or hear from those with more experienced at conferences it would be more helpful to our cause if rather than ‘It won’t work here’ we respond with ‘How can I make that work in my organization? Or ‘Which parts of this can I apply now?’
Yes we need more case studies from a wider range of causes. I’m sure SOFII would love to have them.
Sincerely,
Kimberley
I started reading Jerry’s wisdom ages ago – when his newsletter arrived via snail mail. I looked for each new one eagerly, and his tutelage allowed me to start writing our organization’s fundraising letters – saving us a couple of thousand a year in costs!
Can’t thank him enough for all his help and advice over the years, and anyone who passes up the chance to read these tutorials is really missing out!
The way you ask for money is very important. Thanks for the tips.