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April 2010

How to Tell If Your Fundraising Is Good (Part 1: Writing Style)

Fundraising is a specialized form of communication. It's just plain odd in many ways. In this first part of a three-part series on the conventions and norms of fundraising, we look at the the way fundraising copy is written, and why it contains so much of these things:

  • Urgency
  • Emotion
  • Low-grade reading level
  • Repetition
  • A P.S.
  • Length
  • Conversational approach
  • Direct style

If you're someone who must okay fundraising copy, if you're writing fundraising copy, or if you hope to do either some day, this podcast will be a goldmine of practical information for you.

Program #30

Play: Good Fundraising, Part 1 (right click or "save as" to save the file for later).

Or subscribe via iTunes here:

Time: 18:28

Jeff Brooks is fundraisingologist at Moceanic. Steven Screen is co-founder of The Better Fundraising Company, and a past winner of the Direct Mail Package of the Year award from FundRaising Success magazine, which surprisingly led to him getting fired. Between them, they have nearly 50 years of experience helping excellent nonprofits raise money for their causes. That's a lot of years, but they aren't all that old, really. Yet.



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