Hot Copy to Melt Hearts During the Cold Months
It’s hot outside — so it must be time to think about your year-end appeals.
2. Find your hook
After an hour, set your list aside. If you have time to leave it for a day, that's ideal. But leave it at least for a couple of hours. The important thing is that you come back to it fresh.
What stands out? What is immediately compelling? There's your hook.
Once you have your hook and you're ready to write, don't overwhelm your readers with information. Maybe there's one anecdote that embodies your hook. Perhaps there's one compelling statistic that brings it all home. Donors are busy people — never more so than during the holidays, when they also happen to receive year-end appeals from every other organization they've ever been in touch with.
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