Feeling some kind of way? It's okay. Let It Be. This is the 107th issue of the Fundraising Writing Newsletter. If you find value here, please tell your lovely peeps. (Your lovely peeps can βsubscribe here for free.)β
In this issue:
Wednesday, September 27, 2023
Hi Reader,
Brett here:
The other day, as Julie and I were driving to my Mom's place in our beloved 2012 black Honda Odyssey (relatively irrelevant ... but to set the scene), The Beatles' "Let It Be" came on the radio and as usual I cranked up the volume.
(Is there anyone who doesn't love this song?)
The roadway flew by beneath us, my mind peacefully drifted, and I began to muse: What is this song's magic secret?
Okay: it's The Beatles β a 4-horse race of competitive- collaborative, push-pull, magical secrets incarnate.
Also: those timeless, evocative McCartney lyrics crooned in that inimitable honey-gold voice.
β
(E.g., just to start: "When I find myself in times of trouble, Mother Mary comes to me...")
But: what struck me as we cruised south down Route 12 on a Friday afternoon was this one simple secret:
"Let It Be" stands tall in the pantheon of universally loved pop songs in large part because it's built on...
And this informs today's fundraising writing tip.
But first, let's look more closely at those simple layers of "Let It Be" goodness.
And the rest of the song jams and riffs around these simple elements in a beautiful ebb-and-flow of layered goodness.
Of course, all this simplicity is deceptive.
It takes hard work to reduce a storm of decent ideas to a gorgeous breeze of simple, layered goodness.
So: How can you apply this insight in your fundraising writing?
The main thing is to be aware of the layers you ought to be refining for simplicity. You won't arrive at simple if you aren't aiming for it.
So pick up your pen and point it toward the outfield bleachers, where you intend to smash a donor comms home run...
For your consideration, here are 9 layers of simplicity to aim for when crafting an appeal letter β usually the highest of stakes in fundraising writing.
β
(This appeal we wrote last year for Faith's Lodge, who reported: "Our year-end campaign increased 50% in returns and was up 28% in the number of donors.")
Okay, yes, it's a lot.
Easy? No.
Simple? Yes.
Keep in mind: other elements should be included in your appeal letter (especially: multiple ASKs and repetition of the need, the urgency, and the potential impact), but they are more easily written once you've nailed down the layers above.
For your reference, so you can see the full picture...
Below is the section from the appeal letter that came between Layer #5 and Layer #6 ... that includes an extended ASK ... that need not come in this spot.
The other stuff:
Last thought β One sure-fire way to ruin simple layers of goodness is to allow "too many cooks in the kitchen." If you are writing by committee, you'll lose the authenticity of a single human voice and its focused perspective.
So, if at all possible ... write from the β€οΈ, π― for simple, and use your π¨βπΌπ©βπΌπ§βπΌ to fact check and find typos, not to rewrite to the point of erasing your simply compelling voice!
For your brain, heart, and funny bone...
Until next time: May you always aim for simple, build goodness one layer at a time, and write from the heart so your donors will read from the heart. π
Grateful,
Fundraising Copywriters βFundraisingWriting.comβ β |
PS: Here's the latest in our weekly video series, Win It in a Minute. You can (and maybe want to?) subscribe here.
In this video, Tom Ahern, Jeff Brooks, and Julie Cooper reply to Freddy, a webinar attendee who asks, "How impactful is having a match campaign with an appeal? Is there such a thing as doing too many match campaigns in a year?"
We're Julie Cooper and Brett Cooper, fundraising copywriters for great causes. Does your fundraising bring in as much money as it could? You can send donor communications that stir hearts to action. We'd love to help. π Start by subscribing to our FREE and fun weekly newsletter.
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