This is the 193rd Fundraising Writing Newsletter. If you find value here, please tell a fundraising friend. (Your fundraising friend can ​subscribe here for free.)​

Wednesday, April 1, 2026

Hi Reader,

Did anyone ever accuse you of being "Pollyanna-ish"?

It happened to me maybe a dozen times, and I have mixed feelings.

Here's what Wikipedia says about the Disney film that put a face and a name to the archetype of a person who's always ready with an-over-the-top smile:

Pollyanna looks like this:

Here's one of the movie posters:

Peak Disney, right?

Why do I have mixed feelings about being called Pollyanna-ish?

For the same reasons I have mixed feelings about Disney movies, especially older ones.

There's something so nice and warm and fuzzy about excessive positivity. But when positivity becomes relentless, persisting even in times and places where negativity is appropriate, then it becomes toxic.

I don't want to be toxic. Not even with positivity.

I'm guessing you don't, either.

If your org leans Pollyanna-ish, it too can be toxic ... and your org's inappropriate positivity can hurt your results.

So, here are:

1 harmful trend and 1 helpful example for you

Being inappropriately positive in appeals and cases for support is the harmful trend Brett and I are seeing.

Here's a test you can do. Check the "Johnson Box" copy at the top of your most recent direct mail appeal letter...

Does it start with something positive?

You don't want that.
​

Johnson Box with inappropriate positivity:

Foster parents like Angela are changing children's lives.
​You can help others like her make sure more kids thrive.​
​

Johnson Box with appropriate negativity:

Little Marco didn't know that home could be safe...
​...until he was matched with his foster mom, Angela.
​You can help other kids like him find a safe home today.​
​

Do you see the difference? The first example highlights two positives and no negatives. It's too positive. The second example highlights a negative first, then a positive.

Is that helpful?

If so, great!

If not, I understand. It was written to make a point. It's not something we actually wrote for a client.

​However, we did write and design this example. ​

It's the case for support we mentioned in our March 11th newsletter. In that newsletter, we talked about how you can adapt a formula to create your next case. I said "click here" if interested in seeing the case we were then working on, once it was finished (and now it is):

40% of our readers clicked there.

That's almost half. In my book, half rounds up to full. So, instead of sending the example to only some of you, we're including it here for all of you. You're welcome! 🤣

The title of this case is appropriately negative. That's good.

What you want is for your donors to feel the need and urgency of the problem first... with a healthy dose of aspirational optimism too. In this example, the front cover also shares that the solution will help all women. (Negative + Positive.)

Then you make the case (in your case for support or in your appeal) for how the donor can help solve the problem.

The problem is like an itch.

The solution is like a scratch.

First comes the itch, then the scratch.

If you don't help your donors feel the need and urgency of the problem first, they won't feel an itch. They won't want to scratch that itch by donating.

Yes, I'm being reductive.

What you do is infinitely more important than dealing with "itches" and "scratches."

I only use this imagery for metaphorical purposes, to make the concept easier to remember and therefore more likely to actually remembered when it's time for you to write or edit.

Being positive is good, generally.

It's just not always appropriate.

Leave that mindset to the Pollyannas of the Disney world.

2 reader thoughts...

Two weeks ago, I asked if you had any thoughts to the points we made in our most recent newsletter about avoiding slop (AI or otherwise) in your donor comms.

Two comments from our readers:

And:

We always love your feedback! Thanks!

Randomly yours

For your brain, heart, and funny bone...

• Fundraisingly Informative — Gratitude Feels Good by Rachel Zant (a blog post featuring 5 ideas for your donor gratitude — e.g., "Bring Your Donor Into Your Story" — and heaps of examples with attractive visuals for you to pore over)
  ​
• Fatefully Glitchy — There’s a Good Reason You Can’t Concentrate by Cal Newport (a NYT opinion piece from the author of Deep Work, in which he shares plenty of data on and explanation of how social media, short form videos, and AI are rewiring our brains and sapping our attention spans)
  ​
• Ironically Heartwarming — My husband and 2 YO's audition for Frozen 3 (a short Instagram video ... yes, I know what I just said in the bullet point above ... of a toddler and her father doing a duet from Frozen, in sync and from memory)

Until next time: May you always keep it real, smiles and frowns too; they're all you!

Grateful,

Julie Cooper & Brett Cooper
Fundraising Copywriters​
​FundraisingWriting.com​
​Fundraising Copywriting & Design​​
​100% human, thank you very much.