7 Ways to Use Verbal Images to Pull Donors Into Your Appeal
7. Show donors how and why to give
A verbal image can present the actions and benefits wrapped up in the experience of giving: “See yourself sitting at your kitchen table, writing out a check or going online to give. Your check sliding into the reply envelope. Your finger clicking the ‘submit’ button on your computer. A smile forms on your lips. You take a sip of coffee. You glance out the window. It’s a good day.” The image shows donors what “please give” means to them and conveys the personal satisfaction of giving to create a stronger call to action.
An agency-trained, award-winning, freelance fundraising copywriter and consultant with years of on-the-ground experience, George specializes in crafting direct mail appeals, online appeals and other communications that move donors to give. He serves major nonprofits with projects ranging from specialized appeals for mid-level and high-dollar donors, to integrated, multichannel campaigns, to appeals for acquisition, reactivation and cultivation.
