A Short Note for Writers

Here’s a tip our writers use as they work on donor communications:

Use verb tense to help take your donors on a journey.

And here’s what that looks like:

  • When Asking for support (appeals, e-appeals, events) use the future simple tense to describe what the donor’s gift will do: “Your gift will help…”
  • When Thanking for a gift (receipt letters, thank you notes) use the present continuous tense: “Your gift is helping…”
  • When Reporting back to donors (newsletters, e-news) use the past simple tense: “Your gift helped…”

It’s a subtle – but powerful – way of communicating to a donor that their gift matters and that it made a difference.


This post is excerpted from the Better Fundraising e-book “Storytelling for Action.” Download it for free, here. 

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