7 Ways to Use Verbal Images to Pull Donors Into Your Appeal
2. Convey the leverage in your offer
Let’s say your offer involves multiplying your donor’s gift 30 times. You can just write, “Your gift multiplies 30 times in impact.” But you can also go a step further and add an image: “It’s like you just reached into your pocket for a dollar bill and pulled out $30 instead — because now every $1 you give will multiply 30 times in impact …” The image makes the offer more interesting, relevant and memorable.
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.
