Fundraising appeal benefits from personal appeal

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This banner outperformed all others.

Fundraisers and campaigners take note of this analysis of various banners. All had the same intention – raise money for Wikipedia but one iteration stood out above all others. That was the appeal that came from the top – specifically a person at the top who readers recognised. Think about this the next time you send out an appeal letter, eNewsletter, invitation or direct mail. Make it from one person – not from your organisation. Start creating your own Jimmy Wales now. (Close cropped beard optional.)

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