Writing to a Donor’s HeartExploring Story and Language that

Compel Donors to Give

Betsy Stewart, City of Hope

HAVE A PEN READY!

ALIVENESS

Good writing has an aliveness that keeps the

reader reading… It’s a question of using the

English language in a way that will achieve the

greatest strength and the least clutter.

–William Zinsser

Today we will talk about…

• Why writing

• Where we fail

• Speaking to a donor’s heart

• Bright examples

• How to steal like an artist

“You will learn to write by writing.”

The SIX WORD STORY

But why?• We will never not be important

• Even more platforms

• Competing for attention

• We have to do more, and better!

“Everything that needs to be said has already

been said. But, since no one was listening,

everything must be said again.”

– Andre Gide (French writer)

That time I failed…

• How does this

make you feel

about City of Hope?

• What does it make

you want to do?

• What’s missing?

Components of a case

•Problem [Cancer kills people]

•Solution [Research leads to new therapies]

•Credibility [We can do it better and faster]

•Ask [You make it possible!]

Build an argument

• Goal is to change behavior

• Make it understandable (be simple & concrete)

• Make it memorable (be unexpected)

• Engage emotions (use narrative)

Cultivate a connection

• How do you want your donor to feel?

• What do you want them to do as a result?

• Communicate that you know who they are

• Take yourself out of the equation

Don't ask donors to

support your cause.

Show them how your

organization can help them

support their cause.

– Jeff Brooks,

Future Fundraising Now

Photo Credit: Alabaster Mobile Clinic

[bright examples]

Think like a writer

• Eliminate jargon.

• Be precise. Cut clutter.

• Make it active.

If it sounds like writing, re-write it.

-Elmore Leonard

Write with the door closed, rewrite

with the door open.

– Stephen King, On Writing

Be like a writer

• Collect ideas.

• Carry pen & paper.

• Steal (just don’t copy!).

• Learn from others.

• Read a lot, all kinds of things.

Resources

• Made to Stick by Chip Heath & Dan Heath

• Seven Faces of Philanthropy

• On Writing Well by William Zinsser

• Future Fundraising Now (blog)

• Your colleagues at other institutions

• The experts at your own institution

Questions?

Betsy Stewart

Director of Proposals (for individuals)

Office of Philanthropy

City of Hope

estewart@coh.org

www.cityofhope.org