Doing some head-to-head testing, we noticed something powerful.
- “Your gift today will provide clean water for a family”
Raised less money than the phrase:
- “Your gift today will provide clean, disease-free water for a family.”
This little test teaches a couple powerful things that I’ve seen work again and again…
Embed the Problem in How You Describe the Solution
You see this all the time in political fundraising:
- “Elect Biden for a Trump-free future!”
- “Elect Trump to save our country from socialism!”
In both of those cases, the copywriter has embedded the problem (or the enemy) in the solution. The copywriter is making it clear that something bad will happen if the donor doesn’t give a gift.
This is a powerful 2-for-1 because you hit two buttons in the donor’s brain in one sentence:
- You hit the “I want to do the positive thing!” button
- You hit the “I want to stop the negative thing!” button
You already know that the more reasons you can give your donor to give a gift right now, the more likely a donor is to respond to your fundraising. And the copywriting tactic above allows you to provide two reasons in one sentence.
Where You Can Use This Tactic
Here are three main places we use this powerful tactic:
- The first time your letter or email describes what the donor’s gift will do
- The P.S.
- The headline of your reply card / landing page
Those are the high-profile locations that donors are most likely to see as they scan your direct response letters and emails. This tactic allows you to use those high-profile locations as effectively as possible.
This tactic works great any time space or attention is limited. In other words, if you aren’t using this in your Facebook and Google ads, you could be raising more money.
Here are a slew of made-up examples to show you how this tactic can work across any sector:
- You can provide racially-blind admissions assistance
- You can provide gospel teaching that’s free from relativism
- You can kill the cancer and save the person
- You can end the commercialization of our town by supporting the arts
- You can stop the developers and stand for the land
- You can stick it to the pharmaceutical companies and fund research that will save lives
- You can erase the shortfall and protect the kids
You get it.
Now, go look at your fundraising. How can you embed the problem in how you describe what your donor’s gift will do?