We discussed the intro copy of the donation page - a short block of text to stimulate a donor’s initial interest, explaining why they should give and the effects of a donation, without going into too much detail.
Let’s now move on to the actual body copy text, which should prove to donors that your mission is their responsibility.
It needs to focus on your organization’s role and how it’s changing the world, while it explicitly explains the donors’ role and how it’s up to them to make it happen!
The rules for writing body copy on a donation page, are often referred to as the three Rs
Remind about the real-world impact your organization is making;
Reassure why they should donate by giving them great reasons to donate;
Reveal that your mission ultimately relies on their generosity and donations
You need to begin with a transitional statement that connects the intro copy to the body copy, for example “This is why we created Meals4Kids.com”
We then need to dive straight into our body text. Stick to a clear, concise message - avoid excessive explanations and use a maximum of 6 sentences - anything over is overkill
Here’s an example of body text using an example of a program to ensure that schoolchildren receive a healthy meal:
We're making sure that local children get a nutritious meal every day. The children love coming and they love that they aren’t embarrassed amongst their classmates. We love that we are making their day a little brighter and a lot healthier. We’re already providing meals to 100 children daily in a restaurant-style setting. We plan to extend our program to reach another 100 children in the coming months.
But we need your help to accomplish our mission. Meals4kids.com depends solely on the support of caring citizens like you.
By touching their heartstrings while instilling confidence, your potential donors will be convinced that making a donation isn’t just something you want them to do, but that it’s something they have to do and the right thing to do.
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