Top 10 Fundraising writing best practices (says AI)
File under: An "A-level" check list according to AI
Top 10 fundraising writing best practices
(circa 2025 and remarkably useful)
“What are the top 10 fundraising writing best practices? Please place them in descending order from 10 to 1. Explain your reasoning. Cite experts."
Above is the prompt submitted to artificial intelligence (AI) by some ever-curious U.S. fundraisers. I was unaware of their experiment and not involved in any way. (You'll see why this disclaimer matters when you reach "best practice #2.")
AI's verbatim, nearly instant response? (Wow, that was fast! And remember, this is a machine talking.)
Here’s a ranked list of the top 10 fundraising writing best practices, ordered from foundational to most critical, with explanations and expert citations:
10. Use Visuals and Readable Formatting
Why: Clean layouts, subheadings, bullet points, and images (e.g., photos of beneficiaries) increase engagement. Long blocks of text deter readers.
Expert: Jeff Brooks (The Fundraiser’s Guide to Irresistible Communications) emphasizes visuals as “emotional shortcuts” that reinforce your message.
9. Leverage Multi-Channel Consistency
Why: Reinforce your message across email, social media, direct mail, and phone calls. Consistency builds familiarity.
Expert: Katya Andresen (Nonprofit marketing strategist) notes that integrated campaigns boost response rates by 15–30%.
8. Include Social Proof
Why: Highlighting peer donations (“Join 1,000 others who’ve given…”) triggers social conformity.
Expert: Robert Cialdini (The Psychology of Persuasion) identifies social proof as a key driver of decisions.
7. Focus on Stewardship & Follow-Up
Why: Thank donors promptly and report impact to nurture long-term relationships.
Expert: Penelope Burk (Donor-Centered Fundraising) ties stewardship to 70% higher retention rates.
6. Create Urgency
Why: Deadlines (“Match ends Friday!”) or imminent needs compel immediate action.
Expert: Mal Warwick (How to Write Successful Fundraising Letters) calls urgency the “engine” of fundraising appeals.
5. Simplify Your Ask
Why: One clear, specific request (e.g., “$50 feeds a child for a month”) reduces confusion.
Expert: Simone Joyaux (Strategic Fund Development) warns against vague or multiple asks diluting focus.
4. Show Impact with Metrics
Why: Quantifiable outcomes (“Your $100 provides 20 meals”) build credibility.
Expert: Dan Pallotta (Nonprofit advocate) argues donors need “proof of ROI” to trust their gift matters.
3. Lead with Storytelling
Why: Stories (not statistics) activate empathy. Feature a single beneficiary’s journey.
Expert: Ken Burnett (Relationship Fundraising) calls storytelling “the most powerful tool in fundraising.”
2. Use a Strong Call to Action (CTA)
Why: Direct, actionable language (“Donate now to save a life”) guides donors to act.
Expert: Tom Ahern (Seeing Through a Donor’s Eyes) states CTAs must be “unmissable and unambiguous.”
1. Be Donor-Centric
Why: Focus on the donor’s role (“You can be a hero”) rather than your organization’s needs.
Expert: Adrian Sargeant (Building Donor Loyalty) proves donor-centric messaging increases gifts by 40% or more.
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[Then AI explained its choices...]
Key Reasoning for Order:
Donor-centricity (#1) is the bedrock—without addressing donor motivations, other tactics fail.
Storytelling (#3) and impact metrics (#4) build emotional and logical cases, while urgency (#6) and CTAs (#2) drive action.
Lower-ranked practices (e.g., formatting, #10) support readability but depend on stronger messaging principles.
[AI concludes] This hierarchy aligns with research by The Agitatorand Bloomerang, which prioritize donor psychology and clarity over auxiliary tactics.
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