In the AI era when you can generate an email or letter in under a minute with the right prompts, does investing in good fundraising writing still matter? If you believe that good writing is the product of sound thinking, the answer is a resounding YES! In his New York Times opinion piece, Frank Bruni wrote, “Good writing announces your seriousness, establishing you as someone capable of caring and discipline. But it’s not just a matter of show: The act of wrestling your thoughts into logical form, distilling them into comprehensible phrases and presenting them as persuasively and accessibly as possible is arguably the best test of those very thoughts.” 

For fundraisers, success in communications relies on persuasion. A message that simply reports the facts does nothing to spark action from your donors. Now more than ever, when bad content is ubiquitous, persuading someone to act requires a great story and a compelling case for giving. And for that, you need great writing from a great thinker. Lean into these core principles:

Elements of a Great Story:

• Tells me why it matters.
• Focuses on people (preferably one person), not statistics.
• Uses vivid details to make the story come to life.
• Tells the truth, even when it’s hard.
• Shows change and transformation.
• Makes your donor feel something.

Elements of a Strong Case for Giving:

• Creates an inspiring vision for change. How will the world be better when you succeed?
• Explains the problem you are trying to solve and inspires people to want to fix it.
• Establishes your organization’s capabilities and track record. Don’t be afraid to brag.
• Lays out your plan for change. Makes me believe it can work.
• Asks for investment and gives your donor a role to play.

Your messages do matter, so don’t stop writing. Write with passion, as if the future of the world depends on your words – because, in a very real sense, it does.