Quick Tip:
A Critical Element of Every Fundraising Appeal

According to FundRaising Success magazine, there is one critical element of a strong fundraising appeal that many copywriters don't understand: You must give your prospective donors a short, absolutely clear statement of what you're asking them to accomplish with their gifts.

Use direct language that's easy to understand, and describe EXACTLY what the gift will mean to those who will benefit from it. Write from your heart.

Here's an example taken from a local Rotary Club fundraiser:

"Your gift of $10 buys a beautifully illustrated, hardback Random House Children's Dictionary for a 3rd grader in our community. Many of these children come from families living at or below the Federal poverty level. And for many of these children, this is the first book they will call their own.

"A gift of $50 puts 5 children on the path to literacy … and $100 means 10 children will be able to bring these beautiful books home to assist and encourage them to do well in school."

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: June 4, 2007

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)