Break These Grammar Rules for Better Fundraising Copy

Not every context calls for perfect grammar. In fact, when it comes to persuasive copywriting, breaking the rules can be better — and even a little fun!

Here are a few examples of when I “go rogue” (with purpose!) when it comes to grammar.

Start sentences with and, but and because. And use fragments!

You’re not supposed to start sentences with conjunctions like and, but, or because. But all of us do! In fact, I just did.

Used sparingly, conjunctions at the beginning of sentences work just like those between clauses — creating connections that guide the reader along. And as a bonus, they make the writing feel less produced and more personal.

Fundraising copy should be conversational, like a letter or email from one person to another. Most of us don’t use perfect grammar in those situations, and neither should you.

Use passive voice.

In most sentences, the subject performs the action on the object:

Steven (subject) wrote the blog post (object).

The president (subject) issued a statement (object).

The dog (subject) ate the treat (object).

But with passive voice, the object takes a leading role, becoming the subject:

The blog post was written.

The statement was issued.

The treat was eaten.

You may recoil at examples like this. But passive voice isn’t always a bad thing!

I use passive voice most often when I want to emphasize the object of a sentence. For example, if I’m writing about training guide dogs, I might use phrases like The puppies are raised or The dogs are trained.

That’s because the part that grabs attention in these sentences is the dogs — not the people who raised and trained them. Similarly, passive voice can help ensure the focus is on the donor or the beneficiaries of an organization rather than the organization itself.

Use the singular “they.”

Many of us were trained to use the phrases he or she and his or hers — or even the dreaded s/he.

But these are clunky and can often become distracting, especially when used in succession:

We treat him or her as a whole person, not just a diagnosis. And no matter what he or she needs, we’ll provide the very best care —for his or her mind and spirit as well as body.

Using the “singular they” makes this passage a lot easier to read (even if it’s still a little clunky):

We treat them as a whole person, not just a diagnosis. And no matter what they need, we’ll provide the very best care — for their mind and spirit as well as body.

You may think the singular they is a modern invention, but it actually has a long history. The Oxford English Dictionary traces it back to 1375! It’s also an easy way to avoid unnecessary gendering in your copy.

Conclusion

Grammar is important to ensure your writing is clear and comprehensible. But just as important is knowing when to bend — or even break — those rules.

Make your copy clear, impactful, and passionate, even if that means making your middle school English teacher mad.

Besides, who likes following the rules?

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