The pitch—the short text or “story” that you publish to explain your project to potential donors—is a key element of any crowdfunding campaign. While many donors will be converts to your campaign simply because of their ongoing commitment to your cause, a well-written pitch will reinforce their willingness to donate. Moreover, if you wish to acquire new
donors, the pitch is essential: a brief window of opportunity to capture people’s attention and spur them into action.
Here are HIPGive’s top five tips for writing a pitch that persuades even the most reluctant individual to donate:
1. Choose a catchy title.
Don’t expect everyone to read all of your pitch—they won’t. Better to convince them straight off with a persuasive title. The best titles are short but paint a picture, illustrating the overall impact of the project in a few well-chosen words. Some titles we’ve loved include “Gardens for Good
,” helping rural women in El Salvador, and “A Goooool for our students
,” supporting Latino students in academic and soccer summer camps in North Carolina.
2. Keep it short.
Always provide information that is tangible and specific to the project you’re funding. Avoid long sentences and complex concepts. Focus on creating empathy and showing how your project makes a difference in ways that really matter to people. Check out the Latino School Readiness
project: El Centro Hispano raised $11,315 from over 300 donors, at just over a word per donor!
3. Use a few key facts to back up your position.
A few objective facts or statistics will please the rational thinkers in your audience. They’re also a useful way of anticipating objections and/or answering concerns that people have about whether your approach really works. The hugely successful Keeping Families United
project by the New Mexico Immigrant Law Center is a great example of how statistics help create understanding of the need for a project.
4. Include encouragement to give.
People visiting a crowdfunding page should know that they are invited to donate, right? You’d think so, but it’s best to reinforce the call to action by explaining how different amounts can move the project forward. You can also use the list of perks to show “giving levels” or, even better, simply state that all donations, no matter how small, will
make a difference. Have a look at CadaVida Foundation’s
use of perks and examples of what different donations can achieve.
5. Above all, be friendly.
Although the pitch is a written text, it is not a formal request for a grant. Avoid the copy/paste! Instead, imagine that you had the opportunity to say these words, face-to-face, to a friend; simple, courteous, and friendly language is natural and effective. Take a look at ConTexto’s pitch for Communities of readers in Chiltiupan
, El Salvador, or San Miguel School’s great introduction, which uses a question to break the ice on their “Science Success for our Students