Creative writing

Many fundraising documents require strict attention to guidelines, word limits, and, of course, deadlines. It can be hard to be creative.

Nevertheless, I believe creativity in writing gets donor attention. Encourage closer reading by including something different. An unexpected surprise might boost the reader’s appreciation for what you propose to do.

Here are some ideas.

Provide context. Build enthusiasm by describing the big ideas that drive your work. For example, funds to rehabilitate a neighborhood park can contribute to the health and safety of the entire city; and support to mitigate climate change locally can help build evidence for sustainable practices nationwide.

Engage constituents. Ask staff, participants in your programs, leadership, donors, and people in the community for feedback. In a campaign for a library expansion, on the street interviews elicited thought-provoking comments, including: “The word ‘serenity’ comes to me, because when you walk into the library, it’s an exhale.” Another comment was simple, but profound: “The library got me through hard times.”

Provide evidence, but keep it focused. The board committee of a hospital community health program chose a single statistic for its case for support – the 12-year gap in life expectancy among residents living in Roxbury and Back Bay – in order to capture the attention of interested donors.

Invite the reader to join the action. For example: “Walk into the Kids Club on any afternoon and find eager ten-year-olds conducting science experiments or enthusiastic five-year-olds writing stories using stickers, glitter, and markers of every imaginable color.” Or, “Follow the unmistakable sound of a bouncing basketball to the gym down the hall and see first-hand the value of exercise, teamwork, camaraderie, and fun on health and well-being.”

Prioritize, keep it short, and eliminate clutter. Brevity can magnify impact by limiting distractions and focusing busy readers on what’s most important, while demonstrating your respect for their time constraints. Cut anything that’s not necessary.

Finish strong. Remind the reader that the stakes are high and you are prepared. In one proposal conclusion I wrote: “Today, [the University] is on the move. We are building on the vibrancy of our students, the expertise of our faculty, our exceptional diversity, and our commitment to excellence to strengthen leadership across our entire campus. The complexities of our world depend on it.”