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Category: Copywriting
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Although not new, the concept of white saviourism is now an ethical dilemma that has reared its head again for fundraisers.
At the heart of it is the question: how can we fundraise without encouraging white saviour narratives?
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When I created the pictured meme and posted it on LinkedIn, I had no idea how popular it would turn out to be.
I just thought it would be a shared frustration between myself and a few fellow fundraisers. Now, with over 10,000 views and several hundred reactions, the response far surpassed any other LinkedIn article or post I’ve ever done. Obviously, it struck a chord.
So what prompted me to make this meme? It came after working on several end-of-financial-year appeals for Australian charities. A few were new clients this year and almost all of them reported difficulties with some or all of the following:
Ask yourself this.
What type of communications is really driving your fundraising?
Because if you’re serious about raising funds – as opposed to raising awareness or educating people – then you need to be incorporating tried and tested direct response techniques into your appeals.
I can’t tell you the number of times a new client feels uncomfortable with (or hates) my copy for a fundraising appeal… which then goes on to raise more money than they ever have before.
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As a copywriter, I hate jargon!
Yet jargon crops up in fundraising appeals, direct mail, donor newsletters, websites… and just about anything else written for donors!
So I’ve decided to start a regular spot on my blog called June’s Jargon Watch. The aim will be to highlight these atrocities of the English language. And also suggest how they could be rewritten so the donor – and the average person – can actually understand them.
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Bonus! You’ll also receive a free in-depth case study on how a copywriting overhaul helped one charity quadruple its income for a key appeal.
CATEGORIES
- AI
- Branding
- Charity photos
- Charity stories
- Christian charities
- Copywriting
- Data
- Design
- Direct mail
- Donor acquisition
- Donor behaviour
- Donor care
- Donor communications
- Donor retention
- Donor-centred language
- Donors
- Email fundraising
- Fundraising
- Fundraising appeals
- Fundraising costs
- Fundraising strategy
- Major gifts
- Multichannel fundraising
- Online fundraising
- Strategy
- Testing
- Uncategorized
