Writing for fundraising

We live in a time when we are inundated by emails, phone calls, meetings, and many other things that compete for our attention. Furthermore, spontaneous geopolitical unfolding sporadically around the world is constantly shifting the way funds are allocated by donors and funders.

With this in mind, it is essential to be aware of what is going on around us and find the right note to write a fundraising proposal that is succinct and strikes the right note for your potential funders.

Know your audience
One of the fundamental rules of copywriting, and all writing, is to understand who you are writing for and tailor your message accordingly. Consider what they care about and their interests, values, and motivations when crafting your document.

Create a compelling story
Storytelling remains one of the most compelling ways to communicate with your audience. Tell a story that resonates with your audience and demonstrates the impact their donation can make. Use real-life examples of tangible implications to explain why further funding and new funding will enable your organisation to maintain momentum in your sector.

Clearly state your purpose
It is essential to clearly articulate your fundraising campaign’s purpose and the value the donation will create. Be specific about your objectives and their impact.

Highlight the benefits
Explain the benefits that donors will receive by contributing to your cause. It may include the satisfaction of making a difference, recognition, or potential perks.

Make it urgent and time-sensitive
Your organisation must articulate SMART goals, namely, objectives that are specific, measurable, attainable, realistic, and time-bound. This demonstrates the clarity of how the funds will be used once they are availed. It also shows your organisation’s willingness to be transparent and accountable.

Use persuasive language
The tone of the proposal is equally essential. The writing must be authentic and demonstrate your knowledge of your sector. Using data to back your claims is equally important. This lends credibility to your solicitation for funds.

Include a clear call to action
Including a call to action in your proposal guides your readers through what you want them to do. This could include requesting a meeting, acknowledging receipt of the proposal, or even asking them to communicate if your bid is not successful.

Show gratitude
A show of gratitude goes a long way in building networks. Express your gratitude towards your donors for their support, and let them know what impact their contribution means to your organisation and the cause that you are championing.

Polish your writing
Proofread your content for grammatical errors, clarity, and coherence. Ensure your message is concise, clear, and engaging.

Personalise your approach
One size does not fit all. If you are writing to multiple donors and funders, it is essential to tweak each proposal to suit the organisation that you are writing to. Personalise your fundraising communications whenever possible to make the donor feel valued and appreciated. If you have that information, use their name and address their specific interests or past involvement.

Finally, remember to continuously measure and evaluate the success of your fundraising efforts to learn what strategies and messaging resonate most with your audience.