Step 3: Put it in Writing
Once you've identified your compelling campaign story, your next challenge is to briefly summarize it for an online audience. Brevity is key!
We've found that donors spend an average of 4.2 seconds reviewing a page on GlobalGiving before deciding whether or not to donate. That's just
4.2 seconds to capture their hearts and wallets!
Here are some tips for making the most of those 4.2 seconds:
A picture is worth a thousand words. (And an excellent, well-framed picture of one person or animal could be worth a
thousand dollars to you!) The human brain processes images 60,000 times faster than text. Clean, compelling photos make your campaign
memorable and shareable on social media.
Get straight to the point. Put the most important information up front. The first sentence, even. Now is the time to
grab the readers' attention and emotionally connect with them.
Make it clear. Make your content easy to read. Lists and bullet points help catch skimming eyes.
Don't forget your call-to-action! A common mistake is to get so caught up in your story that you forget to
ask for money!
Buttons and clear visuals are great ways to convert interest to investment.
Accentuate your story with a video. High-quality and authentic videos help donors develop an emotional connection
to your story. (See Step 9 for more)
Bump up donations. Help donors understand how their contributions will make a difference. Can you develop different
donation levels with different outcomes? A supporter might have visited your campaign to pledge $10, but may decide to bump that up
to $25 if the donation has a measurably greater impact.