3 Crowdfunding Campaign Page Writing Tips to Captivate Donors
If you can tell your story in a moving, compelling way on your campaign page, you greatly increase your chances of securing a gift.
But far too often, people overlook their campaign titles and descriptions, quickly typing up the first thing that comes to mind. And, in the case of campaign descriptions, many fundraisers will completely leave one off their campaign page.
For crowdfunding organizers, the campaign page is truly the best opportunity to explain your cause and encourage giving. Campaign titles, descriptions, and updates are all a huge part of the fundraising puzzle.
So, we’ve devised a list of advice to improve your crowdfunding campaign page writing.
Here are our three tips to help you take your campaign writing to the next level:
To jump to a specific tip, just click on it above. And to read them all, keep scrolling.
For each piece of writing advice, we’ll include discussion of how the strategy can be applied to your campaign title, description, and updates.
To catch everyone up to speed, an action verb is a word that describes an act or activity. Examples of action verbs include:
To understand why action verbs are important for your campaign, you have to understand the use of calls-to-action. A call-to-action, in the context of a crowdfunding campaign, is going to be an ask for donations.
In order to create a sense of urgency and importance in your calls-to-action, you should be employing action verbs.
Compare these two sentences:
- Giving to this campaign would help Susan pay for her surgery.
- Give to this campaign, and help Susan pay for her surgery.
The main details are the same in both sentences, but in the second, the reader is included in the conversation and compelled to give through the action verbs in the sentence.
The use of action verbs is going to vary across the different campaign writing you’re doing, so let’s discuss each individually.
- Title: You don’t want a long title; you want a catchy title that grabs a passerby’s attention and entices them to click. So, when you’re titling your campaign, you need it to be short, to employ an action verb, and to share information about your campaign. Examples of successful titles include: Save the Smith’s Home, Rescue Rowan’s Kitten, and Stand by Milton Middle School.
- Description: Your descriptions are going to be long and detailed, so you’ll have more room to spread out your calls-to-action. But it is important that you include one near the top and one at the close. Since people are likely to be skimming your page, you want to place those CTAs where they will be noticed. Plus, make sure the use of action verbs in this section is clear and specific. For example, you could say, “Donate $20, and feed a family.”
- Updates: Your updates will be somewhere between your title and your description. You’ll have about a paragraph to catch people up on campaign progress and re-invigorate their interest in supporting your campaign. In this instance, you can craft a multi-part CTA to ensure that those who have already given still feel like they can be involved. For example, you could start with “Get involved by…” and then break out into a number of involvement options.
In Summary: The only way you’ll get people to take action is if you ask them to, so do so with deliberate verb choice.
We don’t have to spend too much time on this section because the advice should be clear, but just to cover our bases…
You must proofread everything you write for your crowdfunding campaign.
Having text that is grammatically correct and free of error shows donors that you value your campaign. Additionally, it indicates a level of seriousness and responsibility that fosters trust, which is crucial to build if people are going to be giving money to your cause.
Here are a few quick proofreading tips for the various types of crowdfunding campaign writing you’ll be doing:
- Title: There is no worse place for an error than in your title. The title sets the tone for the entire page, so be sure that it is free of typos and grammatically correct.
- Description: Since your description is going to be a longer piece of writing, you’ll be more prone to making mistakes with it. Prevent any problems by reading it out loud to yourself. You’ll hear mistakes that you’re missing while reading silently to yourself. Then, ask a friend with a good grasp of grammar to read it over.
- Updates: Because updates are often written quickly and can be spur-of-the-moment, they also often fall victim to simple typos and avoidable mistakes. Remember to give every update a once over before hitting the send button.
In Summary: Proofreading your writing is a simple step you can take to help build trust with donors.
This tip boils down to one thing. You have to use your writing to tell your story and to tell it thoroughly. Page visitors don’t want vague details; people want to know what is going on, why you need the money, and what exactly the money will be used for.
According to our guide to donation requests, there are a number of relevant campaign details you’ll need to speak to, including:
- Your background.
- The cause’s background.
- How you intend to use the money.
- Why you’re seeking the help.
To understand the need for specifics better, consider these two examples:
- Please give to my campaign. I really need the money for school.
- Give to my campaign today to help me cover the cost of housing for my last semester of college so that I can manage a full workload and graduate on time.
In both examples, the organizer is asking for money for school, but in the second, pertinent details are shared to help tell the whole picture of what’s happening.
Which would you be more compelled to give to? The second, right?
Let’s take a look at how this advice plays out for the different types of writing:
- Title: You obviously don’t have much space in your title for details, but where you can, be as explicit as possible so people can quickly learn what your campaign is about.
- Description: This is your chance for your details to shine. Be as specific as possible and cover all your bases here.
- Updates: In your updates, you can add new details about campaign developments. You don’t want to reiterate your description, rather, you want to discuss what’s new in your campaign and how things are developing.
In Summary: Don’t skimp on the details. Donors will be more likely to give to a campaign that they fully understand.
Hopefully, after reading these three tips, you truly grasp the importance of carefully crafting your campaign messaging and writing. From the title of your campaign to the long-form description to the short blurbs you include in updates, it all contributes to you reaching your goal.
You can write your way into your donor’s hearts. Images and videos are great tools for drawing the attention of potential contributors, but it is often your words that can help you fully tell your story.
Now that you’re in the writing mode, check out these other helpful resources for perfecting your fundraising writing:
- Crowdfunding Descriptions: Why Length Matters to Your Fundraiser — Now that you have some general crowdfunding writing strategies, it is time to dive deeper into a key part of your fundraising page, your campaign description. This resource will help you write a winning strategy.
- Fundraising Letters: 7 Free Examples to Successfully Ask for Donations — If you’re going to go out and secure donations, there’s a good chance you’ll either be emailing or sending letters to folks. Draft an eloquent fundraising ask with the help of these fundraising letter best practices and templates.
- 7 Crowdfunding Tips: Quick and Easy Ways to Raise More Money — Looking for more campaign improvement strategies? Look no further than this complete list of crowdfunding tips. The list goes into writing strategies, but it also looks at a range of other techniques that will all contribute to your fundraiser’s success.