Writing fundraising comms when people are feeling the pinch

It’s January… The Christmas appeal is done, seasonal goodwill has run out, and no one has any money. It’s tough for charities generally these days, but this time of year is the hardest of all.

So how can you craft fundraising communications in this tricky season? Here are four quick thoughts to guide your copywriting…

1. Thank first. Bin the fundraising ask for now and thank your supporters instead. And I don’t mean thank them for their previous gifts. Rather, thank people for who they are… for their care, love and loyalty. For their compassion, faith and generosity. For being the sort of people who will change the world. Because, the truth is, attending to your supporters’ wellbeing makes financial sense… the better people feel, the more they give.
    
2. Remember people’s need for autonomy. People like to feel they are acting on their own initiative. They need to feel there’s a choice. So, if you do ask for a donation, consider including wording like: ‘You may not be able to help today. Don’t worry, we totally understand. But if you can, please give generously.’ Interestingly, testing has shown that framing an ask in this way can actually increase response rates.
    
3. Promote regular giving. Have your supporters just received a powerful, need-driven, urgent Christmas appeal? Now could be the time to follow up with a low-cost regular giving option. For recent donors, it’s a way to extend their values and care throughout the year. For supporters feeling the financial pinch, your ask helps to normalise modest giving.
    
4. Go back to basics. A wise fundraiser recently told me, “Donors aren’t tired of giving. But they are tired of boring appeals.” Pause this month to review your 2025 appeals and ask: what could be better? Remember…
   
   i.  You have three seconds to get someone’s attention. So is your outer envelope copy tight, compelling and intriguing?
   
   ii.  Does your letter state the problem, show how the supporter is the solution and give a clear action to take?
   
   iii. Highlight the word ‘you’ in your appeals. If there are sections with no highlights (a ‘you desert’), you are not talking TO and ABOUT your supporters enough.
   
   iv. Do a reading ease check (such as the Hemingway Editor) on appeal copy. It should be grade four or below.
   
   v. Reduce friction to giving by using known techniques: restate the ask in a PS, put your message in picture captions, use big type, big margins, underlining and bold, ensure gift handles are tangible, and keep your response form tidy.

In challenging financial times, charities shouldn’t necessarily say less. Perhaps we just need to say it better.

​​​​​Action Planning’s copywriters can help your charity ensure that every word counts. Get in touch on 01737 814758 or email office@actionplanning.co.uk