On today’s episode, James Newberry talks with his son Jonathan about 50 ways to improve your fundraising copy. James gathered lots of insights from experts like Herschell Gordon Lewis about fundraising. Don’t miss each unique idea. Tune in!
The Importance of Storytelling
Storytelling is important in any area of life. James shares how his deceased father still receives mail. One was from the American Legion, and told a story about grandparents.
Another was from the USAA, and told a story as well. Stories are everywhere. It’s up to you how you’ll use it.
More You’s than I’s
Fundraising is more about the donor than about yourself. Some even count the number of you’s they use in their copy. Exceptions are when the signer is telling a story and when you’re an expert in the field.
Authenticity to Public Perception
An example to this is Wendy. She did a lot of animal charities. To be effective, she’d use a rough carrier which was authentic to her niche. Also, there’s a need to consider color apart from other things.
Develop and Design
Not all copywriters take time to develop and design their offer and carriers. More than half of their time is spent on the letter. Herschell believed in allowing your copy to sleep. Once you finish it, you can return the next day to apply some tweaks as necessary.
A Monthly Test
James once visited a website by a direct mail enthusiast. It had 10 questions with three options each. He admits that a lot of times the tests are obvious.
Subheadings that Tell All
Sometimes you can already get a good idea from subheadings alone. However, it may not work with the handwritten letter. This technique is very common in magazines and newspapers.
To hear about the complete 50 Ways to Improve Your Fundraising Copy, download and listen to the entire episode.
James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!
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