Sing it! This is the 177th Fundraising Writing Newsletter. If you find value here, please tell a fundraising friend. (Your fundraising friend can ​subscribe here for free.)​

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Wednesday, August 27, 2025

Hi Reader,

For a long time, I really did not like country music.

Then I came across the classic country station "Willie's Roadhouse" on Sirius XM, and I started paying attention to the lyrics. Tears flowed. My heart swelled and broke and swelled again.

Now I know what before I did not: some of the best writers are Nashville songwriters. They cram so many feels into so few words.

Hey, that's rather like fundraising writing!

Hmm ... what would the country song title be?

Just as a great songwriter can tell a great story and condense the feeling into a great song title, you'd do well to aim for the same for your fundraising stories.

If you do, you'll write better email subject lines, better newsletter headlines, better appeal Johnson Boxes ... all of which are like the first crucial notes in the music of your message.

Examples for you:

1. "He Stopped Loving Her Today" (written by Bobby Braddock and Curly Putman; recorded by George Jones)

This song title really hits home once you've heard the song and (SPOILER) learned that the reason he stopped loving her today is that today is the day he died:

And on the second listen, I bet you'll take note of the first line:

Ooh, I felt that.​
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2. "I Drive Your Truck" (written by Jessi Alexander, Connie Harrington, and Jimmy Yeary; recorded by Lee Brice)

Another title that hits home after you know the story. It's based on a true story about a father who lost his soldier son who was deployed in Afghanistan. The writers heard the father speaking on a radio program about how he processed his grief in part by driving his son's truck. The song was reframed as a story about two brothers, but the gist remains the same and the title is a powerhouse that prepares you to truly feel the weight of the story:

Did you notice the fifth and sixth lines? The imagery fits so perfectly with the title:

On that note, this song title is nicely visual. You can picture driving a loved one's truck. Using imagery for your fundraising subject lines, headlines, or Johnson Box messages will more likely grab the reader and pull them in. Do so if you can!

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3. "Hello In There" (written and recorded by John Prine)

This song title adopts a familiar phrase (good idea; it's the same reason cliches are good for fundraising: they're familiar). You feel it differently when you realize the subject matter is the loneliness of growing very old.

The song ends this way:

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Are ideas this good easy?

I wish!

Still, aim high. The closer you land to this level of excellence, the more likely you'll get your busy donors' attention and make them feel something real around a problem for which they're urgently needed right now.

Just start by asking yourself:
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​Hmm ... what would the country song title be?

All Aboard!​
3 weeks from tomorrow: will you be on the Tom-Ahern bus too?

​Join us!​

The last Tom-Ahern-mega-webby of 2025 is just 3 weeks away. It could make your day and possibly your year!

Tom and Jeff Brooks (with a little help from me, your moderator) will cover all things DM and digital appeal writing. Things you should know but don't, things you did know but forgot, things you don't know but will soon!

Judging by our experience, a good, productive time will be had by all!
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This unique training comes complete with multiple, empathetic experts, unlimited Q&A, the priceless PDF handout and comprehensive recordings.
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​Date: Thursday, September 18, 2025
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​What? The 2025 edition of Tom Ahern's acclaimed direct-mail-appeal masterclass, with unlimited Q&A delivered by a will-not-quit world-class DM expert (Jeff Brooks).
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Special guest expert? The one and only Jeff Brooks!
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​Time: 1 PM Eastern (Noon Central; 11 AM Mountain; 10 AM Pacific.) Jeff Brooks comes on board at 2:30 PM Eastern. As for other time zones...? Relax: the entire show is recorded: listen/watch at your convenience.
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​Who??! YOU! The ideas and information are expert-level ... yet beginner-friendly.
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​Why you!?!?!? Maybe you're ambitious. Maybe you've got a new job or boss ... and you have something to prove. Maybe last year's appeal under-performed. Maybe you're a veteran who wants a refresher course and confidence booster.
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​Why tune up your appeal skills N!O!W!???? Here comes the 2025 giving season: the months of October, November, December ... even January, surprisingly enough. Let's not overlook Giving Tuesday either: December 2, 2025.
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​The classroom: Your computer via Zoom
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​Price: A budget-friendly $129 per Zoom link​
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​HANDOUTS and TAKE-AWAYS!!! Each Zoom link receives a PDF handout of every slide in the entire show. The recording includes the training by Tom Ahern, as well as ALL the Q&As fielded by Tom, guest expert Jeff Brooks, and me, your moderator, Julie Cooper.
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​You WILL need this PDF in the future, trust us. Science says humans forget 80% of new information within 24 hours. The PDF handout is your hard guarantee that YOU won't forget ... ever.
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Will this particular webinar be offered again in 202​5? Sorry, no. (Sign up now, while you're thinking about it?)

Randomly yours: to inspire and recharge you

For your brain, heart, and funny bone...
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• Fundraisingly Informative — How to Increase Direct Mail Open Rates using Mystery by Jeff Brooks via Moceanic (a super helpful article about why you should not be super clear about what's inside your mailing/email unless you're confident they'll open it once they know what's inside)
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• Transparently Writerly — It All Begins With A Song via MOVIESPREE (the 3-minute trailer for a fascinating documentary about songwriters in Nashville: the inspiration for today's newsletter)
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• Creatively Compelling — Hell or High Seas via FabTV (the 2-minute trailer for a documentary about young military veterans endeavoring to sail around Cape Horn so as to raise money for others like them and to help process their thoughts and emotions as they struggle to transition back into society after completing their tours of duty)

Until next time: May you always take your time to start at the beginning so your donors do too!

Grateful,

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