To Chose or Not To Chose:  

Why and How To Select A Copywriter For Your Fundraising Needs

  Fundraising can be a long and tedious process.  Creating an effective and lucrative fundraising letter/package takes skill, time, and knowledge.  A poorly researched and written letter will reap small to no donations to your institution. 

  It is important to understand the fundamentals in creating successful fundraising packages that will provide donations for your operation.  These fundamentals are instilled in the training of a professional copywriter.  A high quality copywriter demonstrates commitment to the importance of your organization.  Therefore, the investment in a good copywriter is time and cost effective. 

So now you ask, “How do I go about selecting a good copywriter?” 

  A good way to start is by looking into how that copywriter was trained.  Did he or she study the basics and techniques of good, solid copywriting?  Look at the writer’s credentials…where did he or she get training?  Did they take courses to learn the skill or was it on the job training?  Do they have the full fundamentals in writing good fundraising packages?

Now we can talk about the copywriter’s method of writing for the fundraising market.

  There are several qualifications that a good copywriter should have to do the job.

• The writer should be committed to your cause  A commitment will create passion…passion creates an emotional package…an emotional package creates donations

·        The writer does extensive research on your organization

It is important to study the organization to create credibility in his or her words.  Having full and accurate information will create a package that is strong and appealing. 

• The writer needs to know how to write to your audience  Researching the audience (or prospect) tells you and the writer what makes them tick.  For a successful campaign, the writer needs to be able to dig deep into the reader’s emotional core.  People donate (and purchase) by emotion.  They want to know what’s in if for them.

·        The writer needs to be a good story teller

To be able to create an emotional, persuasive letter, he or she must be able to tell a story that will draw the reader into the letter making them read on.  This qualification runs in conjunction with good research of your organization because he needs to have direct accounts from people who have benefited from the cause.  Stories and testimonials give credibility to the organization making the reader see the value in their donation.

·        The writer can write in a personal tone

The letter should be written in “your voice.”  To reach the heart of the reader, you need to speak directly to them.  The use of the word “you” is critical in involving the reader into your cause.  They want to feel a part of the solution.

·        The writer meets all deadlines

This is the most critical qualification of a good writer.  Failing to meet deadlines creates hardship for you-the client.  By not maintaining deadlines puts you at risk for not making your financial goals. 

  Your organization is important. Giving the best service to the needs of the organization means getting the best to help and support you.