This article from PsyBlog, about 20 steps to create the perfect persuasive message, is full of good facts for fundraising copywriters to keep in mind. (And some that don't apply, such as the fact that people are easier to persuade when they've consumed caffeine—although maybe your e-appeals should be sent out in the morning, reaching donors while they're drinking their coffee?)
Right now I'm going to address #10: "Repetition: whether or not a statement is true, repeating it a few times gives the all-important illusion of truth."
Recent research has found that, every single day, individuals are inundated with the equivalent of 174 newspapers' worth of data! Your message has to break through all of this informational clutter, reach the donor's brain, and inspire her to write a check.
What's more, most donors only skim the appeals they receive. Repetition is necessary to reach your donors.
What's more, most donors only skim the appeals they receive. Repetition is necessary to reach your donors.
Repetition is one of the reasons behind the importance of a consistent brand. Repeat to your donors again and again what your organization does, and how their donations make a difference. Repeat how important they are. Everything you want your donors to know, repeat it.
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