Hi! 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 weekly newsletter.
This is the 123rd Fundraising Writing Newsletter. In this issue: β "Maybe Italian" β anatomy of a fundraising writing "gem" β VIDEO: 'Win It in a Minute': How often is a new case statement necessary? β Randomly yours: to inspire and recharge you β Wednesday, February 21, 2024 β Hi Reader, Remember being a kid and seeing a movie that blows you away in part because it's the first time you've encountered a certain genre? That was me with Indiana Jones (Raiders of the Lost Ark) and adventure films. My eyes were opened. A key was turned inside a secret lock hidden at the core of my personality. It was then I knew: One day I would be like Indy and explore ancient ruins, make a mockery of death, and seize fabulous artifacts. Or at least I'd one day become a Fundraising Adventurer on the hunt for fundraising writing "gems"... "Maybe Italian" β anatomy of a fundraising writing "gem"By gem I mean: a powerfully relatable detail If you want to be a Fundraising Adventurer collecting gems, you must:
I'll give you an example. About a week ago, Brett and I interviewed a homeless senior named Fred in preparation for the writing of a Spring appeal for a client. Fred was about to move into temporary housing. The appeal focuses on how Fred is "halfway there" β and how donors can help him and other homeless seniors like him "escape the gravitational pull of poverty." The appeal letter alternates between Fred's need for permanent housing and the impact he and others like him have already experienced because of donors' generosity. During the interview, Brett and I realized we were going to want at least one gem that would capture the pathos (the β€οΈ) of the impact related to Fred's temporary housing. It soon became clear to us that the gem we sought could be found in the moment Fred was looking forward to: cooking a meal as soon as he got to his new place. Our client serves meals to homeless seniors every day. The meal Fred planned to cook was a nice connection. It would resonate and echo the impact of a key program. Our interview with Fred gave us several options for the gem. You see, Fred was vague about which meal he might make to celebrate his move. He mentioned several cuisines: Chinese food, curry with Garam Masala, Indian food, chicken Alfredo, and Italian food. We chose Italian because we believe it's most relatable β most inclusive β for the average donor. It will likely connect to more donors' memories of past meals enjoyed and past feelings enjoyed a la carte. So, here's how the gem we found ended up looking in the appeal letter: In fact, when I last talked with Fred, he couldnβt stop thanking me. βWhenever Iβm at Serving Seniors,β Fred said, βthereβs a different feeling. I couldnβt ask for a better place to be. I call it my safe haven. The staff are friendly and caring. The food is great. The menu is very nutritious. My favorite is chicken leg quarters and rice.β
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And then he added: βI thought I would be on the streets for a long time, but with Serving Seniors I was surprised they found me this place to stay right now. When I found out, I was so excited. I knew the first thing I would do. I would cook a meal. Maybe Italian.β
Notice that this detail is not strictly necessary. Yet β just as the mind may conceive of gemstones as mere decorative rocks ... and be wrong in the sense of neglecting the heart β so it is with this gem. It just hits the heart. It's mysterious. It's magical. It just is. The heart can make all the difference. And this is why fundraising is an adventure! π Win It in a Minute: How often is a new case statement necessary?βHere's an oldie/goodie: Julie asks "How often is a new case statement necessary?" Tom Ahern answers with aplomb and fedora. You can βand maybe want to? β subscribe here. Randomly yours: to inspire and recharge youFor your brain, heart, and funny bone...
Until next time: May you savor every Fundraising Adventure and collect countless glittering gems! Grateful, PS: Hey, what are you doing March 21st?β After the first 90 minutes of training, you'll enjoy an All-You-Can-Eat unlimited Q&A session featuring Tom, special guest Harvey McKinnon β one of North America's leading fundraising giants, expert case-writer, and author of 5 acclaimed books β and moderator Julie Cooper. (In Tom's last webinar, the Q&A lasted 4 hours, a new record. In other words, you can literally get all your questions answered. Priceless.) βJoin us? We hope you will! |
Hi! 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 weekly newsletter.
Welcome, You! This is the 130th Fundraising Writing Newsletter. If you find value here, please tell a colleague. (Your colleague can subscribe here for free.) In this issue: β "...you, someone who loves them!" (Identity-based fundraising writing.) β Mail Bag π¬ β Randomly yours: to inspire and recharge you Wednesday, April 17, 2024 Hi Reader, Some tips are so simple that, when you hear them, you might have the urge to smack your forehead and exclaim, "I should have thought of that!" and "I can...
Welcome, You! This is the 129th Fundraising Writing Newsletter. If you find value here, please tell a colleague. (Your colleague can subscribe here for free.) In this issue: β Photos not required. But if you do... β 3 Tips for choosing the right photo for your appeal β Randomly yours: to inspire and recharge you Thursday, April 11, 2024 Hi Reader, If you read my fundraising photo tips newsletter from last week, this right here is where I pull a Columbo and say, "Just one more thing." (If you...
Welcome, You! This is the 128th Fundraising Writing Newsletter. If you find value here, please tell a colleague. (Your colleague can subscribe here for free.) In this issue: β With your fundraising photos, do this, not that β Randomly yours: to inspire and recharge you Wednesday, April 3, 2024 Hi Reader, Next week, I'll be in Toronto for the AFP ICON fundraising conference. You too? I'll be speaking along with Rachel Muir and Sarah Masterson, in a session called "What Not to Say to Your...