Did I ever tell you about the time my stepmother called me after getting my very first fundraising letter?
I was so proud of that letter. Every word polished. Every comma in its place.
My eyes widened. I braced for praise.
“Oh! What did you think?” I asked.
Her response?
“Oh, I didn’t read it, hun. I just sent in my gift.”
😳 Cue the sound of my copywriter heart breaking…
…and then of me laughing. Because that moment taught me something huge:
💡Donors don’t give because your appeal is perfect. They give because they care. They give because they feel something.
That said, some things do matter:
• Storytelling? Absolutely. It’s the heartbeat of your appeal — the thing that makes hearts beat faster.
• A clear, compelling offer? 100%. Show donors the problem and the solution they can provide.
• Audience-friendly design? A must! Think right-sized fonts, white space, and scannable sections.
• A strong call to action? Always. Make it easy for donors to say “yes.”
• Gratitude and donor love? Non-negotiable. Because giving is an emotional act.
But the fact remains…
no matter how great your fundraising materials are, there’s a good chance donors won’t read every word.
So, the words they do read — and the way they experience your piece — should make them feel something.
And if you’ve done a good job of building connection and trust with your donors — and they really love you — they may not read your stuff at all! 😆
So, keep writing with heart. Don’t stress about perfection.
At its core, philanthropy means “love of humankind.” And that’s what moves donors to give.💛