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 »

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Published: October 25, 2004

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