Writing A Fundraising Brochure That Appeals To Emotions

Most fundraising appeals sound like requests. The best ones sound like 𝘳𝘦𝘮𝘪𝘯𝘥𝘦𝘳𝘴. Not “please give.” But “this is who you are.” Here’s the difference: 𝗔 𝗿𝗲𝗾𝘂𝗲𝘀𝘁 𝘀𝗮𝘆𝘀: We need your help. 𝗔 𝗿𝗲𝗺𝗶𝗻𝗱𝗲𝗿 𝘀𝗮𝘆𝘀: You’ve already made a difference—let’s keep going. Donors don’t need more urgency. They need more 𝘮𝘦𝘢𝘯𝘪𝘯𝘨. They want to feel like their gift fits into a bigger story. That they’re not just responding to need— They’re living out their values. So write your next appeal like this: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘄𝗵𝗼 𝘁𝗵𝗲𝘆 𝗮𝗿𝗲 “You’ve always shown up when it mattered most.” 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘁𝗵𝗲 𝗺𝗼𝗺𝗲𝗻𝘁 𝘁𝗼 𝘁𝗵𝗲𝗶𝗿 𝗶𝗱𝗲𝗻𝘁𝗶𝘁𝘆 “Right now, another child needs someone like you.” 𝗠𝗮𝗸𝗲 𝘁𝗵𝗲 𝗮𝘀𝗸 𝗳𝗲𝗲𝗹 𝗹𝗶𝗸𝗲 𝗮 𝗰𝗼𝗻𝘁𝗶𝗻𝘂𝗮𝘁𝗶𝗼𝗻, 𝗻𝗼𝘁 𝗮 𝗱𝗶𝘀𝗿𝘂𝗽𝘁𝗶𝗼𝗻 “This is the next chapter in the story you’ve already started writing.” Great fundraising isn’t about pressure. It’s about 𝘢𝘭𝘪𝘨𝘯𝘮𝘦𝘯𝘵. Remind donors who they are— And they’ll keep proving you right. What’s the last line in an appeal that made 𝘺𝘰𝘶 want to give?

✍ ❤️ How to build human connection and authenticity in your writing (even when content’s thin on the ground) Have you ever read a fundraising letter that feels... canned... same-same? Technically, the pieces are there. But something’s missing. Odds are, it’s Authenticity. In other words: Those fleshy details that breathe life into your nonprofit stories and fundraising appeals – and make them remarkably effective at sparking generosity and connection. But how do you build Authenticity when the content you have is... shall we say... less than perfect? Here are 3 tips I hope will help you [for more, see link at end of post]: 💌 Put yourself in the scene: --> Ask for audio and/or video recordings to accompany any interview transcripts. Then listen/watch for intonation, expressions, and even pauses, to capture in your writing. --> Study photos: are you witnessing a tender moment? What season is it? How does the light fall on your subject’s face? Does courage shine through? Look deeper: do you see scars, smiles, love, fatigue, fear? Use all your senses to build that world for your reader. 💌 Tap your own emotions and experiences: --> Ask yourself: ‘Is there an emotion or an experience I can draw from to walk a mile in my beneficiary’s shoes... to hope their hopes, and dream their dreams?’ Just that bit of extra time to search your own emotions and experiences can build a bridge for your supporter to cross into your story, and make a massive difference. [Important: if triggering, use the other tips here and in the link below. Emotions are tough territory.] 💌 Look for little loves: In all the background content I receive, I’m scanning for little loves. You’ll know little loves when you see them -- instantly you view your story in a new light: A girl who made her own doll out of sticks and found scraps of cloth, to replace the one she lost with her home... or a world-class surgeon who visits the floor where patients take their first steps in recovery, every evening before going home, for example.  Note: To find little loves, you can also ask fleshier questions: - Ask about companion animals, breeds, and names - Ask about favorite colors, dreams, best days, tough moments, memorable times - Ask if there's one thing your interviewee could tell supporters, what would it be? - Ask about personality traits, heroes and mentors, favorite quotes The point is, real is rare. And even when you don't have a ton of detail to work with, you can look for even the tiniest gem to help you bring out as much of that humanity and authenticity in your writing as you possibly can. === Find more authenticity builders in the last issue of my newsletter: https://lnkd.in/edxWvVNn And for more on effective fundraising writing, and nonprofit storytelling, I send new stuff every two weeks if you’re on the list 😊 lisasargent.com/newsletter

If your capital campaign doesn’t evoke emotion, you might need to revisit the drawing board. At the heart of every successful capital campaign isn't just the monetary goal, but the emotional resonance it creates. People, by nature, are driven by stories, feelings, and connections. If your campaign doesn't tug at the heartstrings, it may fail to capture the wallets as well. How can nonprofits ensure their campaigns pack the emotional punch needed? 1. Storytelling is Key: Move beyond numbers and metrics. Share stories of the individuals who will benefit, the communities that will be transformed, and the legacies that will be forged. 2. Visual Impact: A picture speaks a thousand words. Use compelling imagery that captures the essence of your cause. Let your audience see the change they're investing in. 3. Authenticity Above All: In the age of information, authenticity is gold. Be transparent about challenges, victories, and the journey ahead. Authentic narratives resonate deeply. 4. Engage Emotionally: Facilitate spaces for donors and stakeholders to share their stories and connections to the cause. It’s a mutual emotional investment. 5. Relevance Matters: Make sure the campaign is timely and resonates with current societal emotions. Tie your campaign to larger narratives or needs if possible. In the end, it's essential to remember that while capital campaigns aim to raise funds, their true power lies in mobilizing communities, forging lasting relationships, and creating shared visions. And these, invariably, are grounded in emotion. As you gear up for your next campaign, ensure it doesn’t just count dollars, but also captures hearts. Because when hearts are involved, the impact is boundless.

You're afraid to tell donors about the problems your organization solves because you think it sounds too negative. That's exactly why they're not giving! They don't understand what gets worse without their help. Here's how your fundraising communications sound: "Thanks to supporters like you, we've helped 500 families this year!" "Our programs are making a real difference in the community!" "We're proud to share these inspiring success stories!" All positive. All uplifting. All completely ineffective at motivating new giving. Your donors are reading these updates thinking: "Great! Sounds like everything is going well. They don't really need my help." You've accidentally convinced them that the problems are solved. Don't get me wrong, donors absolutely need to see your track record and successes. But only in relationship to the problems you're solving. Instead of: "We helped 500 families this year!" Try: "We helped 500 families avoid eviction this year, but 300 more families are currently at risk and we don't have funding to serve them." Instead of: "Our programs are making a difference!" Try: "Our job training program has a 85% employment rate, which is why it's heartbreaking that we have to turn away 150 qualified applicants due to lack of funding." Your success stories should prove you can solve problems, not that problems no longer exist. The most effective fundraising appeals follow this formula: Here's the problem. Here's proof we can solve it. Here's what happens if we don't get the resources to solve more of it. Problem. Proof. Urgency. Stop protecting donors from reality and start helping them change it. Because in fundraising, donors need to trust your ability to solve problems, not believe the problems are already solved.

Do you want to write better, more compelling #fundraising appeals? Every time you write about your programs, ask yourself this one simple question after each sentence. So what? "We train foster parents." So what? "So that they build stronger bonds with the kids in their care" So what? "So that children in their care feel genuinely safe and loved." So what? "Children who feel safe and loved experience healing and growth. Children who experience healing and growth eventually grow up to become resilient adults who create stable families of their own and break generational cycles of trauma." What's more compelling? ✖️ Help train foster parents. or ✅ Help children heal and thrive. ✅ Create a legacy of stable, loving families. ✅ Break generational cycles of trauma. ✅ Help children feel safe and loved. See the difference? Keep pushing past WHAT you do until you get to WHY it matters. People don't give to fund programs. They give to change lives. Show them how.