I've got copy on my mind

Thinking lots about copy this week, as appeal drafts come across my desk, and the blogosphere seems to be a buzz with copywriting tips.

In fact I'd recommend two excellent posts worth checking out. There's Agent Jen Love's piece entitled Dear Mr Fancypants and Jeff Brooks' seven more ways to write better fundraising copy.

Really good 'cut through the clutter' stuff from Jen and Jeff.

Last year I gave my own take on simple, but effective copywriting tips here.

If you think about what you want people do when they read your letter:

1 You want them to nod their head in agreement as they read

2 You want them to get past the first page (best way to do this is getting them nodding, as per point 1. To do this, introduce a story really early in the copy, showing the impact their support could have illustrated with a real, human story).

3 You don't want to distract them. So avoid saying things like ' please refer to the enclosed brochure'. Keep them focused on the letter.

4 You don't want to treat them like they haven't read a letter before. I really don't think people need to see the words 'please turn over' at the bottom of the page. In fact break the sentences at the bottom of each page, enticing them to read on.

5 You want to compel them to stop doing whatever they were doing, finish the letter and so what you asked them to do (support financially, fill in a survey etc).

Simple, huh? It is, follow the ten steps in this earlier post and you're well on your way.

Jonathon

Are you thirsty?

Someone asked me recently, 'Is there a common thread in really successful people'?

Good question.

Yes there is. And for me it's simple. It's an insatiable thirst for improving ones self and learning more. Every single day.

One of my favorite quotes is from Drayton Bird, who believes firmly that the road to failure is paved with success, something I talked about sometime back.

In other words, never feeling as if you're quite there. Always lifting yourself out of your comfort zone.

The common rebuttal when I talk to people about their own personal development is "I don't have time".

Garbage.

We all 'have time'. In fact we all have the same amount of time. We just choose to use it in different ways. And going back to the original question posed to me, successful, brilliant and inspiring people make the time to get more from themselves.

So enough ranting Jonathon, how do I learn more?

Two thing's I'd suggest:

1 Surround yourself with 'thirsty' people. Gets you out of the 'I don't have time' destructive mentality, and

2 Make the time. Find the time in your schedule to reach out to those who you can absorb from. To read, listen and soak stuff up.

In this day and age, it doesn't necessarily mean days and days away from home at professional development events/conferences. But it does mean spending 20-30 minutes every single day checking out blogs, reading articles, talking to those who teach and inspire you.

And best of all, most done from the comfort of your desk.

Jonathon

Using post it notes to raise more money

The inclusion of post it notes in appeals increases response and net income. Simple.

Of course tactics like these work best when they are genuinely handwritten: for your high value donors, for people who have left you a gift in their Will, for your monthly/regular donors.

As you can see from the example above however, you can have these pre-printed. And they work. We've tested it and shown that even with the additional costs, it's worth the effort (increases net income).

Why?

Because it stands out. It takes a little extra time to show that your response is really important. Like a P.S, it's that additional reminder about why we're asking you to do what we want you to do. In the case above, fill in a survey.

Remember though, this is a tactic. It doesn't replace real personalization. Picking up the phone, actually talking to people, a little note at the bottom of someones thank you letter.

Jonathon

Will you put your hand up?

I love the concept of hand raising.

In fundraising terms, hand raising is asking people to stick their hand up to do something for a cause they like.

Herein lies the art (and the beauty). By asking people to 'stick their hand up' and show they care, initially that's all we do. Get them to do something really small, almost too easy to do.

Examples have/can include:

- Signing a petition
- Filling in a survey
- Writing a message of hope to someone in need
- Lobby/advocating against a particular issue

In short, you're putting your voice to something you believe in, albeit in a small way to begin with.

Next comes the science.

Warming these wonderful people up, getting them excited about what you, showing them there's much more they can help you with.

And of course, asking them to do something slightly bigger. Ask them for a (financial) gift.

There are loads of examples of this happening around the world. From asking people on the street to sign a petition about action on climate change, to calling someone and asking them to send a note to a prisoner of conscience.

Once 'on board' as a hand raiser, spend the next week reaffirming why they stuck their hand up and then ask them to take the next step by supporting financially (and of course, ask for a monthly gift).

It helps if you're an advocacy group (although you don't have to be) - there is a natural remit to do this stuff anyway. The key is finding real, genuine ways for people to campaign on your behalf, tied in with the need for financial support shortly thereafter.

You can test time in between the first contact to the financial ask, the number of non financial asks before you ask for a gift and the various channels in which to do this.

I love the concept of hand raising because it advances your cause further (get someone to lobby on our behalf), it gives you an opportunity to have several conversations with people, and adds another vehicle to reach out and find new supporters.

I expect we'll see many more examples of this in the coming years.

Are you prepared to put your hand up?

Jonathon