Great fundraising copy is clear. It's easy to understand.

Great fundraising copy asks the donor to do something specific. It stays away from conceptual jargon.

But, of course, here's the rub...

Specificity presents a conundrum when you are fundraising but need to raise unrestricted funds.

What's more compelling?

  1. Asking a donor to provide HOPE
  2. Asking a donor to provide a MEAL

Number 2 wins in testing. Not because the donor is providing a meal. Number 2 wins because it's specific.

This video will show you what you need to say in your appeals to raise undesignated funds!