Sadly, it's true: One of the most common reasons fundraising copy fails is that it's boring. Readers can't fight their way through the dull thickets of words. Here's a post from Copyblogger with 11 Ways to Bore the Boots Off Your Readers (along with my interpretations for fundraising):
- You're breaking the rule of one (you talk about too many thing).
- You use full stops sparingly (sentences are too long).
- You're too big for your boots (people aren't as impressed with you as you are).
- You stick to high school rules (you sound falsely formal and awkward, the way your teachers told you to write).
- You sound cold-hearted (facts and stats are neither interesting nor persuasive).
- You are too ploddingly predictable (see the previous two points).
- You are long-winded (long messages work better than short one, but not if they seem long).
- You sound like a despicable salesman (just talk to donors).
- You don't study copywriting techniques (copywriting has a lot of techniques that your commonsense is unlikely to uncover).
- You commit crimes against readability (long paragraphs, bad fonts, stupid colors).
- You don't self-edit to boost charisma (main hint: the best way to be interesting is to be about your reader).







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