7 Ways to Use Verbal Images to Pull Donors Into Your Appeal
4. Put the donor’s gift into action
Donors often don’t have a clear idea about how their gifts will be used. In fact, many donors won’t even recall ever giving to your charity. So it’s useful to show donors what their gifts will do in a way they can visualize: “A young man sits at a small wooden table in his hut in Cambodia. Across from him, a health worker places the medicine on the table — medicine you provided. Stunned, the young man sees that he’s just received the cure for his disease. ‘It’s a miracle,’ he cries out, overcome. ‘I will be healed!’ And then with tears of joy, ‘I will be able to go back to my village!’”
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.
