Quick Tip:
Use Positive Fundraising Images

When writing or designing a fundraising appeal, it's tempting to include pictures that show children with cleft palates, flies crawling on starving babies, the carcass of a wolf pup that was shot by someone in an airplane, or similar heart-rending images.

But according to fundraising master Kimberly Seville, using these negative images has been shown to lower response.

Instead, use positive images to dramatically boost donor response. For instance, show a young child smiling AFTER having her cleft palate surgically repaired. Or a family of wolves romping through the snow. Or children happily eating food provided by a relief organization.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


Click to Rate:
No ratings yet
Published: October 25, 2004

Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)


This name will appear next to your comment.


Your email is required but will not be displayed.


Text only. Your comment may be trimmed if it exceeds 500 characters.

Type the Shadowed Word
Too hard to read? See a new image | Listen to the letters


Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

(*all fields required)