How do you feel about your writing skills? Regardless of your level of confidence, your ability to communicate effectively in writing is one of the most important tools that you have to be able to convince supporters to give to your cause.

Creating fundraising copy can be a challenge, even if you are an effective writer. Not only does your writing need to be able to explain your non-profit’s mission to those who may have never heard of your cause, but it should connect with others in such a personal and heartfelt way that they feel compelled to contribute.

The following are a few tips that can increase the impact that your storytelling makes on others so that it increases your level of success with your fundraising appeals.

Be Upfront and Direct about How Supporters Can Help

Is your cause in need of funds, or, can supporters assist in another way, such as donating a few hours of their time during a specific event? You will increase the effectiveness of your appeals simply by being upfront with others.

Don’t be afraid to make a direct appeal for the particular type of help that your organisation needs.

Focus on Emotion in Storytelling

Many non-profits that serve a vital interest in their communities remain underfunded simply because others are not able to understand that “real” people need their help. If you want folks to give to your cause, you have to help them see the impact that is made by your organisation in very human terms.

Use language and imagery in your fundraising appeal that stirs the emotions, and helps potential donors connect on a human level with the people that are directly affected by your organisation’s service projects.

Educate and Illustrate Impact of Donations at Every Level

When crafting your fundraising appeal, don’t just assume that potential donors know about NFPs, your mission and how your organisation’s work is at least part of the solution to “the problem”. Use this and other communications as an opportunity to increase awareness about the issue that your organisation is attempting to resolve.

In addition to educating potential donors about the assistance that your non-profit provides, tie this in with an illustration of the impact that is made by donations at various levels. This way, potential donors can easily see what a difference each donation makes, which can increase both the number and the dollar amount of the donations that your NFP receives.

Be Personable, but Don’t Forget to Include a Sense of Urgency in Your Appeals

Approach the creation of your appeal as though you are speaking with a good friend or close confidant, rather than using overly stiff and formal language that holds the donor at arm’s length. Use the features of your software to personalise your greeting with the donor’s name, if possible, and adopt a friendly, conversational tone throughout your letter. After all, you are both on the same side, working together for the same cause.

While you want to adopt an open and inclusive tone in your appeal, don’t forget to use language that will create a sense of urgency about your organisation’s need for donations. Explain why your non-profit needs donations now, and offer incentives for those who quickly heed the call. For example, you might explain to donors that for a limited time, all of their donations will be matched, which will increase the impact of their gift to your NFP, regardless of its size.

Simplify Your Appeal

Many non-profits serve vital roles in their communities. Some even provide life-saving services and other critical needs. Regardless of the specific nature of your organisation’s mission, try to avoid overwhelming your potential donors with too much content at one time.

Keep an eye on the length of your appeal. Group information together into paragraphs separated by topic and defined by headlines in bold. Use lots of blank space to visually break up the text to avoid eye strain and wearing out your donors. Avoid the use of run-on sentences. Try to keep sentences short and concise so that their meaning is clear and easy to understand.

Always Close with a Clear Call to Action

Now that you’ve explained the need that your organisation fills, and how contributions help your cause support its role in its service community, it is time to wrap things up with a clear call to action. As you bring your appeal to a close, always try to end with a call to action. Be direct and tell donors what action you would like them to take now, whether it’s giving money, or making some other type of contribution.