Fundraising Ireland copywriting for fundraising masterclass

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Slides from half day masterclass, Copywriting for Fundraising, Dublin 13 February 2014.

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  • 1.Copywriting for Fundraising 13 February 2014

2. Damian OBroinAnnetta Murphydamian@askdirect.ieannetta@askdirect.ie@damianobroin@annettamurphyslideshare.net/damianob www.askdirect.ie 3. Client list 2010-14WomensAidWorking to End Violence Against Women 4. Think of a song that makes you cry 5. Did an angel whisper in your ear And hold you close and take away your fear In those long last moments We used to drive Thru Lafayette and Baton Rouge In a yellow Camino Listening to Howling Wolf He liked to stop in Lake Charles Cause that's the place that he loved 6. Some questions you need to answer before you start... 7. Who are you writing to?Describe them 8. Exactly what do you want my money for? And why? 9. Who is signing the appeal?Why? 10. What are the tangible and......intangible benefits for the donor? 11. Why respond NOW? 12. Stories & Stickiness 13. S imple Unexpected C oncrete C redible E motional S toriesheathbrothers.com 14. SimpleIts about elegance and prioritisation, not dumbing down Chip and Dan Heath, Made to Stick 15. Simple 16. UnexpectedThis is an unsolicited fundraising appeal from Womens Aid. Please discard it immediately if you feel its presence may put you at risk 17. Unexpected20 18. UnexpectedSurprise. Then interest and curiosity.You need to open up gaps in peoples knowledge... and then ll them. 19. UnexpectedHarrisInterac,vePoll,October2010 20. Concrete 21. Concrete 22. ConcreteThink about proverbs. A bird in the hand is worth two in the bush 23. Credible 24. CredibleThe importance of the Darth Vader toothbrush 25. Credible More detailsVivid storiesCREDIBILITY Active languageConcrete words 26. Emotional 27. Drive actionWhy emotions are importantEnhance memoriesIncrease attention 28. The Mother Teresa PrincipleIf I look at the mass, I will never act. If I look at the one, I will. 29. The Joe Stalin PrincipleOne mans death is a tragedy, but a million deaths is a statistic. 30. The Rokia Experiment 31. Food shortages in Malawi are affecting more than 3 million children. In Zambia, sever rainfall decits have resulted in a 42% drop in the maize production from 2000. As a result, an estimated 3 million Zambians face hunger. 4 million Angolans one third of the population have been forced to ee their homes. More than 11 million people in Ethiopia need immediate food assistance.23% of earnings donated 32. Her life would be changed for the better as a result of your nancial gift. With your support, and the support of other caring sponsors, Save the Children will work with Rokias family and other members of the community to help feed her, provide her with education, as well as basic medical care and hygiene education.48% of earnings donated 33. Proportion of Earnings Donated 50% 40% 30% 20% 10% EmotionalSmall,Loewenstein&SlovicRationalCombination0% 34. Closeness: Proximity to the victim; feeling of kinship with them.Vividness: Detail, description, colour.Drop-in-the-bucket: Can I make a difference? 35. DanAriely,TheUpsideofIrra,onality 36. Stories Rebirth Tragedy Comedy Voyage and Return The Quest Rags to Riches 37. Overcoming the Monster 38. H/T to @markyphillips (queerideas.co.uk) 39. How can you make your appeal sticky 40. The copywriters toolbox 41. Geroge Orwell Politics and the English Language (1946)1.Never use a metaphor, simile or other gure of speech which you are used to seeing in print.2.Never use a long word when a short one will do.3.If it is possible to cut a word out, always cut it out.4.Never use the passive where you can use the active.5.Never use a foreign phrase, a scientic word or a jargon word if you can think of an everyday English equivalent.6.Break any of these rules sooner than say anything outright barbarous. 42. Geroge Smith Asking Properly (1996)Use Saxon words not Latin IndicateShowInformationNews, factsImmediatelyNow, right awayConstructBuild, makeDiscoverFind 43. Geroge Smith Asking Properly (1996)Use vivid words and not hackneyed ones Use short sentences and vary the lengths Use short paragraphs and vary the lengths 44. Geroge Smith Asking Properly (1996)Get to the point! You are a charity. People expect you to be asking for money. So do not delay this primary reason for communicating. Do not feel you have to lead up to your vulgar request via 200 words of selfjustication, for nothing is more tiresome than an overlong preamble to a predictable question. 45. Geroge Smith Asking Properly (1996)Use active verbs and not passive verbs Donations are needed to complete this vital work Will you make a donation to complete this vital work? 46. Geroge Smith Asking Properly (1996)Relate the story to the reader One in three of the population will suffer from cancer. One in three of your friends and family will suffer from cancer. 47. Geroge Smith Asking Properly (1996)Ask for money not support. Use I and You 48. You or Your is repeated 14 times on Page 1 (and donors name appears four times) 49. Geroge Smith Asking Properly (1996)Does it sound like someone talking? If not, why not? 50. A few points about grammar. It helps to know the rules. But you can break the rules. You can start a sentence with And or But And you can have a sentence without a verb. (Like this.) A sentence can be one word long. A paragraph can be one word long. Or one sentence long. 51. More tips for direct response copy Long copy almost always beats short copy Appeal on the basis of benets, not needs (or features) Tell people exactly what you want them to do (make a gift of 25 today)... ... And make it as easy as possible for them to do it.PS: Always include a PS - its usually read rst and most often 52. More tips for direct response copyYou can drive up response by using... ... urgency ... deadlines ... targets 53. More tips for direct response copyUse a large font (12pt or larger) and a serif typeface Indent paragraphs and vary their length Break up the text with sub-heads, bold, underline, italics, images, handwritten notes 54. 62 55. 63 56. 64 57. 65 58. 66 59. Putting it all into practice... 60. Start by writing the response device. 61. Next, write the outer envelope. 62. Now, write the lead. 63. Finally, write the letter. 64. THANK YOU Damian OBroinAnnetta Murphydamian@askdirect.ieannetta@askdirect.ie@damianobroin@annettamurphyslideshare.net/damianob www.askdirect.ie