Headlines to Reel in Donors

In the world of online fundraising, writing articles to market your cause is an important part of getting the word out to all the potential donors you stand to reach through the Internet. However, it is with the creation of marketing content that many organizations run into snags.

The Internet is bursting with tons of written content. As a result, if your articles don’t stand out online, your marketing efforts are bound to go almost nowhere.

One of the most important aspects of getting people interested in reading your articles—and supporting your cause—is to write smart, attention-grabbing headlines. Advertising expert David Ogilvy once said that five times as many people will read a copy’s headline than they will its body, so in some instances, the headline alone can be enough to get them to donate.

Create catchy fundraising content headlines by remembering the following points:

• Make a claim that’s almost unbelievable. A headline has to be truthful, but should also pique a reader’s interest.
• Don’t be afraid to quote someone’s praise of your organization—especially if it’s someone particularly famous or important.
• Your headline should sound urgent. This makes reading the copy’s body sound more enticing to potential readers.
• Be creative and occasionally add an unexpected element to your titles. Asking unusual questions, using curious analogies, making baffling or contradictory statements, being a bit shocking, or encouraging your audience to think differently about the world are all great ideas for headlines.

Written by Unknown

eBay's team got to work building a fundraising program that could unleash the widespread generosity of its broad online community.