Writing that motivates donors to action

From the KISSmetrics blog, 8 Habits Of Conversion-Focused Copywriters. These are ways to improve the chances that your readers will take action:

1. Timing It Right (the call to action is not too soon, not too late)
2. Using the Magic Word (in headlines, it's often "get")
3. Going Beyond the Comfort Zone (if you want action, you have to create discomfort
4. Arousing Curiosity
5. Not Judging a Method by Its Reputation (the lowly appeal letter with its old-line design may seem impossibly hokey to you, but it's a powerhouse for fundraising)
6. Choosing the Right Verbs (make it clear what the donor will do when she gives)
7. Understanding the Audience
8. Winning Trust (tell them what they need to know)

These are aimed toward commercial online writing, but they work well to guide online (and offline) fundraising writing.

Comments

[Lisa Sargent]

All hail the lowly appeal letter! A fundraising powerhouse indeed... a million thanks for sharing this post, Jeff.

[Tom Ahern]

Please label these correctly: these are black arts instructions. Innocents, enter @ yr own risk.