Writing fundraising copy takes a special knack. We’re creating emotional experiences that illustrate urgent needs and then giving tangible ways to help. And even though the stories are often about vulnerable people in desperate situations, the focus is the donor’s role in the story. The most important word is always you.
But how do we get down to business and write the stories that make a positive impact? Everyone’s got their own process, and there isn’t just one right way. But here are a few tips that can help you create compelling copy.
Read
I know I just said that there isn’t only one right way, but there is one thing that every writer must do. Read. You should consider it a professional duty (and a supreme joy) to read as much as possible. And not just industry blogs with the latest research but books with great stories that plumb the depths of the human psyche. Reading helps you understand the subtle connotations of words. Reading teaches you rhythm. Reading nurtures your creativity, so those dry times are fewer and far between. Reading is the reason most of us became writers, so don’t neglect this vital act that strengthens your pieces and makes us better people.
Relax
When you’re a fundraising copywriter, there’s a lot at stake — sometimes people’s lives! But anxiety can choke the creative process, stir up self-doubt, and does little to improve copy. So, try to approach each assignment with curiosity, playfulness, and a dose of confidence. Then give it your best.
Write
You’ve cleaned out the fridge, walked the dog, scrolled your Twitter, and now you must write. Crack open that laptop and get to it. It’s not going to write itself (not yet anyway *cough* AI).
Those first words can be daunting, but go ahead and get them down. Do not edit. Don’t backspace — even if the words genuinely stink. The magic will happen when you revise, but you may have to plow through some crappy copy to find that shimmering phrase to build the piece around.
Take Breaks
It sounds counterintuitive, but taking breaks can increase your efficiency. Of course, sometimes deadlines loom and there’s no time for a contemplative walk, but if you can, give yourself some space between writing sessions. Move around, go outside, or just step away from the keyboard. Otherwise, it’s easy to spiral downward, make more mistakes, and waste more time than if you just left it alone for a bit.
Revise
Revising is writing. On the second, third, or thirteenth pass, make it as good as you possibly can. A few rules of thumb: eliminate unnecessary words, keep it simple, keep it colloquial. Flex those dynamic verbs and trim limp descriptors.
Edits and Feedback
You just hit send, and now you’re done! Haha. No, you’re not. Now’s the time to swallow your pride and get ready for feedback. I’ll admit that I have, once or twice, bristled at copy edits, but feedback ultimately improves the copy, and that’s what we want. Evaluate the comment with an open mind. If it makes it better, use it! But if it doesn’t, do not hesitate to reject the edit. However, you may want to politely let the reviewer know your reasoning for the rejection.
I hope these tips are helpful, and I’ve love to know your suggestions! Please leave them in the comments below.