Expect the Unexpected: Evergreen Copy Tips for Dynamic Times

Our goal is simple — to raise funds for the organizations we love so they can continue their missions and change the world for the better. But achieving that goal is not as simple as it seems, especially with how quickly everything can change nowadays.

In today’s climate, no one knows what tomorrow could bring. Will your organization lose government funding? Could a natural disaster impact your daily operations? Will an unforeseen event dominate headlines and demand a timely response? The list of things that could derail “normal” fundraising efforts are endless — especially in these unprecedented times. Here are some quick copywriting tips to help keep your copy impactful and relevant, even when the unexpected happens.

Utilize the Power of Emotion and Storytelling

Certain copy strategies are tried and true no matter what is going on in the news. We know, as fundraisers, that people are often inspired by three important things:

·       Storytelling

·       Empathy

·       Emotional connection

The decision to give comes from the heart. No matter what is going on in the world, donors are more likely to act when they connect emotionally with a cause and can empathize with someone directly impacted by your mission. What’s the best way to do that? Through storytelling!

Make sure to tell real, authentic stories that show the impact of your work. Every appeal is an opportunity to connect with your donors and remind them of the incredible things we can accomplish together.

Be Concise and Clear

The simpler the message, the better. Don’t get caught up in complicated details.

Ask yourself:

·       What do they need to know?

·       What do I want them to do?

·       How do I want the audience to feel?

If nothing else, make sure your message answers these important questions, so your donors have the information they absolutely need. (See how clear and concise that was?)

Avoid Specific Stats

It’s essential to be careful when using specific stats about a current event. It’s likely that the latest numbers about a developing situation will be outdated by the time your donors receive the message. This is especially true for direct mail appeals that not only take time to create but also take time to reach donors.

You can use qualifying phrases alongside impactful stats such as, “more than” or “as many as.” You can also say something like “at the time of writing…” so readers understand that you were working with the most up-to-date information at the time, but things may have changed since then.

Acknowledge the Real Impact

In other words: How is this situation affecting your organization and the work that you do?

Let your donors know the real, tangible impact of the circumstances taking place — and what could happen if your mission’s work is reduced or halted. Without additional support, will animals go hungry? Will people lose a hot meal or a place to sleep at night? Could it impact someone’s ability to receive a lifesaving medical treatment?

Be transparent and honest. If the impact of a developing situation is unclear, you can share that. You can use language like: “We simply don’t know what tomorrow will bring. While that can be trying for many of us, it’s even more so for the people we serve.”

It is important to remind donors that their giving makes a difference, and that is even more crucial when an unexpected event occurs.

In Conclusion

Sometimes things happen that are out of our control, and it is imperative to stay flexible and adapt. By keeping these tips in mind, you’ll find it much easier to craft a message that stays relevant and impactful, even during unprecedented times.

Let us know what you think about these tips or if there is anything we may have missed! We’d love to hear from you. Click here to get in touch!