When is copy written for charities ‘clever’? When it succeeds in eliciting donations.
For it to do that, a few basic rules need to be followed.
First, grab attention with a bold headline
Be unexpected. Use a twist to create more impact for your message.
This is essential for charitable appeals and copywriting generally. Follow with a direct message about why you’re asking for a donation, preferably with an eye-catching graphic.
For example; What would you give to help keep her alive?
Or: You could be a life-saver for the price of a pint or burger or lottery ticket.
Or: What could be better than saving a life?
Tell a compelling story
Engage your audience and create emotional attachment. Most charities have real-life examples of those they’re helping. Describe personal experiences of those in need, and the difference your donation can make.
For example; “I wouldn’t be here now if somebody like you hadn’t cared.”
Build your story with short headings and punchy, concise copy. Keep it user-focused and emotional. Use simple language with short paragraphs.
Create an emotional connection
Charitable work often involves emotions, which is why your storytelling should be accompanied by images where possible to maximise an emotional connection with the reader.
For example:
A pound mightn’t seem like much to you. To her, it could be a lifeline.
Meet Paul. He really needs your help right now. You don’t know Paul, so why should you care?
Appeal to the reader’s empathy.
The copy could then lead into a call to action:
Paul thinks nobody cares. Will you?
Ask for specific donation amounts
Be transparent about where donations are going. This builds trust and strengthens the motivation to contribute.
For example; £5 will provide a hot meal for a homeless person.
This simplifies the decision-making process for your supporters and is a way of guiding them on how they can be most helpful.
Telling them exactly what their donation is going to be spent on reminds them of the potential impact of their donation before they give.
Create Urgency
An urgent note in your donation appeal makes more of an impact. It not only tells your donors the importance of immediate action for the needs of the beneficiaries, but also helps the donor feel they’re part of something timely and significant.
For example: Will this be another cold night on a park bench for Harry? These same basic rules for donor-centric copywriting work just as effectively in letters, emails or social media.
If you can do all that, then you’ll be well on your way to getting more donations. If you’d like a hand putting it into practice, get in touch with our team.