Essential Tips for Conversational Copywriting: Write Like You Talk to Boost Donor Engagement

It’s sad but true: A lot of fundraising copy sounds like it was written by a committee who’s mindlessly talking at you. Like they’ve never met a donor (or actual human being) in real life.

Their message sounds stiff, formal, and downright boring. The problem? It’s missing the magic of conversational copywriting—the kind that actually makes people care and thus, engage.

Donors don’t give because they’re mesmerized by your organization. They give because something stirs their heart. They see themselves as a potential hero in the story. They feel an emotional connection.

And none of that happens when your copy reads like it was written by robots in a boardroom.

So, how do you fix it? Easy. You write like you talk.

Let’s break down exactly how to do that—with seven strategic steps, some quick fixes, and some good old-fashioned donor psychology.

What is conversational copywriting, exactly?

Conversational copywriting is all about making your writing feel like a natural conversation.

Think back to your last coffee with a friend—it was relaxed, engaging, and personal, right? That’s the vibe you want to bring to your marketing copy.

When you use a conversational tone, your audience feels like you’re talking to them—not at them. This makes your message more compelling, relevant, and ultimately, more effective.

Now, let’s get to the seven essential steps for conversational copywriting…

Step 1: Stop writing for your boss (or board) and start writing for your donor.

One of the biggest reasons fundraising copy sounds unnatural is because it’s written to impress the wrong people. If you’re crafting appeals with your supervisor or board in mind, you’re already off track.

Your donor doesn’t care about how great your organization is. They care about what their donation will accomplish.

Whether you’re writing to attract new donors or to retain your faithful supporters, crafting your words in an authentically human and conversational way will help build their trust and long-term support for your mission.

So ditch the stilted language and write to one human—your donor—like they’re sitting across from you at a coffee shop.

Quick Fix: Read your copy out loud. If it sounds weird coming out of your mouth, it’s going to sound weird in the donor’s head.

Also, remember that different donors resonate with different tones.

A corporate or major donor might appreciate a professional yet warm approach as you give them logical reasons to invest, while an individual donor may connect more with personal stories and a laugh. Version your copy accordingly.

And, don’t be afraid to bend (or break) a few grammar rules to make your copy sound more natural and engaging. Just like you would if you were talking to someone.

Step 2: Use words that real people actually say.

You know what people don’t say? “We are leveraging strategic partnerships to maximize impact.”

You know what they do say? “We’re working together to help more people.”

Big words and jargon don’t make you sound smart. They make you sound disconnected. So keep it simple. Keep it clear. Keep it human.

And one last thing? Use shorter sentences. It helps maintain reader attention. And it makes your content easier to read.

Quick Fix: Swap every fancy, corporate-sounding word with a simpler one.

Another trick? Try testing different versions of your message on a small audience before rolling it out further. You might be surprised at what resonates best.

Finally, contractions are your friend because we talk using contractions. Of course you can overdo it, so be careful.

But do not don’t be afraid to use them to make your copy sound like a real person.

Step 3: Put emotion first, information second.

Here’s the truth: People give because they feel something, not because you dazzled them with stats.

Yes, data is important. But it’s the story—the real, human, gut-punching story—that makes someone reach for their wallet.

Showing gratitude to a donor for their contribution can further enhance this emotional connection, making them feel genuinely appreciated and valued.

***But beware: Leading with effusive gratitude in when soliciting a donation sets the psychology of your appeal up wrong. The donor will put your communication in the “They’re thanking me for something so this isn’t super urgent and doesn’t demand my immediate attention” bucket and you’ll ultimately undermine your ask and likely decrease response. Pro tip? Never start a fundraising appeal with “Thank you.”***

So before you start listing all the ways your organization is amazing, lead with an emotional hook. Make the donor feel something first. Then, back it up with facts.

Quick Fix: Start your next appeal with a story, not a stat*. See what happens.

Bonus tip: When you use stats, frame them in a way that makes them more personal and emotionally appealing.

Instead of “20% of children in Africa go hungry,” say, “One in 5 children in this drought-hit African village will go to bed hungry tonight.” While you’re at it, bullet-point your stats when you can. It makes them easier and quicker to read.

*Don’t do this if your ask is urgent (think disaster relief). For example, you wouldn’t lead with a story when you call a friend to help you with an emergency. You’d get right to the point.

Step 4: Kill the passive voice. It makes your copy… meh.

“Your donation will be used to provide meals for children in need.” Okay, but where’s the action? Where’s the energy? Instead, try: “When you give today, you'll help rush a month of meals to a hungry child.”

Active voice makes your writing punchier, more direct, and more compelling. Passive voice, on the other hand, sounds too vague… like you haven't thought it through.

I get bored just thinking about passive voice.

Quick Fix: Scan your copy for weak verbs. Instead of “is helping,” say “helps.” Instead of “has been working,” say “works.” Stronger verbs create stronger copy.

Step 5: Ditch the “fundraising voice.”

You know the one. The overly formal, guilt-heavy, borderline-apocalyptic tone that makes giving feel like an obligation rather than an opportunity.

Instead, make your copy sound like a real, relatable human talking to another real, relatable human. Write with warmth. With authenticity. With personality.

Imagine you’re sharing a story with friends where a more relaxed, informal style helps you connect with them.

Quick Fix: Before you send that email or direct mail piece, ask yourself: “Would I actually want to read this? Would I send it to my friends?” If not, rework it.

Step 6: Make the donor the hero—not your organization.

No one donates because your nonprofit is great. They donate because they want to be great.

Your job? Show them how their gift makes them the hero.

Instead of, “We're proud of how our organization has been serving local communities for 20 years,” try, “Generous friends like you are helping families in need find the practical help and hope they need.”

See the difference? One is organization-centric. The other is donor-centric. One makes you sound self-important. The other makes the donor feel like a world-changer.

Quick Fix: Count how many times your copy says “we” or “our.” If it’s more than “you” and “your,” flip the focus.

Also, consider using donor testimonials. Let real people share why they give—it’s more powerful than any marketing copy you could write.

Finally, never—and I repeat, never—use the word “us” in the context of a donation ask. As in, “Help us feed hungry kids.” Doing this makes the org the hero, not the donor.

Step 7: End with a mic-drop moment.

My 7th grade English teacher told me this about writing: “Tell them what you’re going to tell them, tell them, and then tell them what you told them.”

I loved Mrs. Wolff, but when it comes to writing fundraising appeals, she was dead wrong.

No one gets to the end of an appeal and thinks, “Wow, this neat little summary of everything I just read really motivates me to respond.”

They want to feel something. They want to be called to action. They want to be left with a thought that sticks with them long after they close the email or walk away from the letter.

So, skip the boring recap. End strong.

Instead of writing this: “Thank you for supporting our mission. Together, we can make a difference” (a dead give-away for AI-written copy, by the way), write this: “A child is waiting for someone like you to step in. Will you do that today?”

Quick Fix: Rewrite your closing paragraph like it’s the last thing standing between your donor and their decision to give. Because it is.

Consider adding a P.S. line—people often scan emails and direct mail, and a well-crafted P.S. can be the final push they need to give.

Also, most folks skip right to the P.S. because, you know, laziness. Work with this natural human tendency and make your P.S. as strategic as possible.

“Would I actually want to read this?”

At the end of the day, writing copy that actually engages donors isn’t about tricks or gimmicks. It’s about treating them like real people. It’s about writing with honesty, warmth, and clarity.

So the next time you sit down to write an appeal, ask yourself one simple question:

Does this sound like a real conversation?

If not, rework your appeal. Your donors—and your fundraising results—will thank you.