Follow-up Communications Can Sabotage Repeat Giving. Here’s How to Ensure That Doesn’t Happen

By Lisa Sargent

Take-away tip: Show donors a little love! If you keep the strategy, at least rename the form. Try, “You’ll also have a chance to make any changes to your address at that time, so you won’t miss your first issue of our newsletter, for an up-to-the-minute look at how hard your gift is working.”

Tip No. 5: Write like you talk
It’s a copywriting rule that’s old as dirt. Unless your audience prefers an extremely formal style of writing, there’s nothing wrong with sprinkling a contraction or two in your letters to keep them from getting that stiff-as-a-starched-shirt sound.