Campaign Copy & Messaging

Campaign Copy & Messaging

Overview

On the face of it, writing a campaign copy is an easy task. You have an "About Section" on your website-- what more could you need? Well, as it turns out, writing for a campaign is an extremely different endeavor than just any writing assignment!

Instead of talking about you, the wonderful organization that helps hundreds if not thousands of people, the copy is about your donor! It is about keeping their interest, calling them to act, and making sure they FEEL like their donation will make an impact.

CauseMatch's expert team has written and analyzed the data on thousands of campaign copies! With the art of content writing down to a science, see our tips and advice on best practices for copy-writing:

4 Basic Principles of Copy Writing

  1. The message should be framed by an arc of Problem --> Solution --> Call-to-Action,
  2. The message should use the word YOU as often as possible, keeping the text donor-centered,
  3. The writing should be simple to understand, and
  4. It's important to convey to donors that there are real individuals who will be helped by donating.

Tips

  1. When creating your copy, keep it donor-centered
  2. Keep it easy-to-read and use simple, straight-forward language
  3. Rule of thumb: it should be easy to "scan" and get the gist of your campaign's goal
  4. Don't focus on past accomplishments- focus on the FUTURE VISION your donor can help support!
  5. Do not be afraid to repeat, repeat, repeat yourself! This is about driving home your message!
  6. Use REAL examples of individuals you have helped or will help with your donations! Stories are the language of community and philanthropy.
  7. Do not be afraid to be BOLD and stress your messaging with interesting text.
  8. Creating the perfect slogan isn't about being witty or a marketing expert! Your slogan is to evoke the power of interest. It should be a snapshot of your campaign in 2-3 words and capture your donor's interest to reading more. 

Example 1: Helping Refugees

About page:
Our non-profit is a collective of asylum-seeking men and women living in Israel. They design and engage in creating traditional crafts to sell to an international market, supporting their community. They also host workshops, as well as engage in traditional ceremonies for educating schools and tourists.

We are a psychosocial project aimed at empowering the most vulnerable asylum-seeking individuals  - many are survivors of human trafficking, torture, and sexual abuse. The act of sitting together in a supportive, communal environment whilst making creations rooted in their native culture is therapeutic. Through our non-profit, asylum-seekers can earn money and educate others.
 
Fundraising Copy:
A Bright Future Lies Ahead

Can you imagine what it's like to feel truly alone in this world?

To have been beaten within an inch of your life and have nowhere to turn for help? To seek refuge by traveling through the desert, so weak that you must trudge through the sand to make it through? To know that you are a stranger in a strange land who doesn't speak the language and has no social rights?

The pain of the asylum seeker here in Israel is real, and it is haunting.

She has traveled here from Africa. She is often a single mother and the victim of sexual abuse. She has seen the absolute worst in humankind.

But your gift shows her the best of it. Your generosity tells her that despite all of the pain, a bright future lies ahead. 

When you donate, you give an asylum seeker the gift of a tomorrow. You provide her with a livelihood, therapy, and most important of all, a community. You show her that she never has to feel alone again.

Because of you, an asylum seeker will learn to financially support themself (with dignity!).
Because of you, they will receive psychological and social support to help cope with their traumas.
Because of you, they will develop friendships and begin to regain their sense of trust in others.

The end result? An asylum seeker- who has been through hell- will begin to heal... all because of you.

Your gift is indeed an investment in the very best of humankind. It is a ray of light in an ocean of darkness.

The stakes couldn't be any higher. Unless someone reaches out a hand, these refugees will continue to fend for themselves without any respite in sight

That's why we have set an ambitious goal to raise 1,000,000 Shekel by January 1st.

Please open your heart and donate today. We don't have a moment to lose.

Example 2: A Jewish School

About Us:

Our School opened its doors in 2000 with a kindergarten and quickly expanded. When our high school opened in 2009, our classrooms were overflowing. In 2012, we graduated our first high school class and we have only continued to expand. Right now, we have almost 1,000 students from kindergarten to 12th grade, and are providing one of the best educations in our state.

Fundraising Copy:

Uplifting Individuals, Building Community
36 hours to DOUBLE your impact through Torah learning and Torah living

You are reading this because you have experienced - or at least heard about - the incredible impact of our school. No matter a person's age, no matter their background, we help individuals take their Judaism to the next level, anchoring them to the eternal truths of the Torah.

We are living in a time of tremendous uncertainty. Our routines are upended. The future is unknown. We yearn for normalcy and stability.

Now more than ever, our school must be there to provide that sense of stability. Jewish souls are calling out for an anchor. A higher purpose that transcends time and place. Your donation answers that call.

Throughout this pandemic, we have found creative ways to continue keeping people grounded and connected. No matter the obstacle, Jewish learning must never cease.

That is why your donation to our school is so important.

And, as the world reopens, we are ready. Ready to continue to inspire and to teach. Ready with open doors to all who seek to take their Jewish journey to the next level.

But, of course, none of it can happen without you. Your donation ensures that our school has the resources to pivot. To build community no matter the obstacle.

Your donation ensures a thriving Jewish community.

When you donate, you play a vital role in helping Jews of all ages live meaningful Jewish lives.

You provide stability and clarity in a world of instability and confusion.

Because of you, our educators will do what they do best: open the door to Jewish adults and children to access a world of deep and meaningful Torah content.

This cause is so important that a group of generous donors has challenged us to raise $250,000 in 36 HOURS.
To help with that goal, they have agreed to DOUBLE every dollar you donate. But you must give by January 1st for the match to kick in.

Your gift makes a world of difference. Please open your heart and donate today. We don't have a moment to lose.

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