Earlier this year, I was reminded that no matter how long I’ve been writing fundraising copy (and it’s been a LOT of years!), there is always more to learn.  At this year’s Creative Day, Frank O’Brien delivered some “ah-ha” moments.

Have you ever wondered why sometimes you read a piece of fundraising copy, and while it’s technically correct and has good energy, it just doesn’t feel right? The answer, in many cases, is because it doesn’t fit the organization’s personality. It’s not using the right adjectives or tapping into the emotions that people expect from that organization.

O’Brien shared an excellent example of how personality works: “No one wants the ACLU to be warm and fuzzy; they want them to be tough as nails.” He outlined eight organizational personalities that are common in the social impact sector:

1. Bold and Activist
2. Determined and Reliable
3. Professional and Trustworthy
4. Creative and Innovative
5. Feisty and Risk-taking
6. Serious and Urgent
7. Optimistic and Hopeful

Of course, your organization may combine some of these personalities. You could be activist and trustworthy, for example. But the important point is to truly understand your organization’s personality and ensure that your marketing messages, words, and images reflect it. When your organization’s personality shines through in your copy, it helps donors say, “Hey, this sounds like me. I fit in here.”

Before you start writing your next newsletter or fundraising appeal, ask yourself, What is my organization’s personality?  How do our donors see us? What do they want from the organization? How do they expect us to sound? What are the emotions that drive them?

The copy you write after tackling those questions will be better copy and inspire your donors to action.  Get more great tips from Frank by signing up for his fabulous blog, O’Brien on Message. Happy writing!