Don't you just love when you read something that switches on that good old light bulb over your head?💡

That's what happened to me the other day when Brett found an article about "The Information-Action Gap."

(It's a mouthful, yes, but very helpful!)

In my words, it's how good you are at doing something with the info you get. How quickly you take actions such as,
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"I'm going to delete this notification immediately
because it's irrelevant"

or

"I'm going to make a calendar reminder
to handle this later"

or

"I'm going to get this done now."

Here's how the author, Sahil Bloom, introduces the idea:

After my "aha, efficient!" light bulb lit up, I immediately got to thinking about how this concept fits into fundraising.

I realized: whenever you use fundraising writing best practices, you're helping your donors close the Information-Action Gap.

🎯 You're setting your donors up for giving-decision-making success.

🎯 You're maximizing the chances your donors will decide to donate RIGHT NOW.

Here's how:

9 ways you can help your donors close the "Information-Action Gap"

I recommend you use this as a checklist. The more of the following you include in your appeals, the more likely your donors will close the Information-Action Gap and decide there and then to give.

The Johnson Box

You know, the message at the top of a fundraising appeal Direct Mail letter. Together with the PS, it acts as one of two "bookends" that hold everything together by containing the gist of the appeal, preferably with urgency, possibly with a deadline, perhaps with intrigue, a good deal, and/or a direct ask.
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All of the above quickly give donors an overview that summarizes the appeal. This makes it easier for donors to decide to give right now.​
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Two examples with different approaches:

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Urgency/Deadline

One way to include urgency is by using a deadline, as in the example above. Another way is to weave it seamlessly into the body of the letter.

Make sure you highlight the need so it's clear something needs to be done as soon as possible. This makes it easier for donors to decide to give right now.​
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Example:

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A Good Deal

Usually this would either be an offer with a remarkably low cost for high impact or a matching funds offer.

When donors see a limited-time deal that would raise their level of impact, pay closer attention. This makes it easier for donors to decide to give right now.​
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Example: 

(fyi: the following includes a photo; you don't need a photo to convey a good deal!)

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Direct Asks

Ask clearly multiple times. Do not beat around the bush. This is no time for a "soft sell." Your donors are busy. They're likely skimming. Be bold. Ask directly. Your cause is worth it!

When you ask directly, your donors don't need to waste time or brain power inferring what ought to be made plain. This makes it easier for donors to decide to give right now.​
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Example:

(More on Direct Asks here.)

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Emphasis

Typically, this means the use of bolding, underlining, italicizing (in small doses), and sometimes color.
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Variety is the spice of life and appeals. Emphasis draws the eye to what's important and holds it there a bit longer than usual. This makes it easier for donors to decide to give right now.​
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Example:

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White Space

The page is your canvas. The margins are your frame. The copy is your piece of art.

Just as in life we need light and dark, hot and cold, sweet and sour . . . we need the information density of the message and the blessed relief of white space.

Be careful to avoid walls of text and to vary the size of your paragraphs. One-sentence paragraphs are your friend. But don't forget variety. This makes it easier for donors to decide to give right now.​
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Example:

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Set the Scene 

This means writing so donors can feel as if they were there. Use the techniques of fiction: description, sensory details, thoughts, feelings, dialogue.

Donors are people too. When they read stories that come to life, they make these stories their own. They become a part of your story, and you theirs. This makes it easier for donors to decide to give right now.​
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Example:

(More on Setting the Scene here.)
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Include Next Steps

Jeff Brooks recommends an approach of spelling out, step by step, what a donor should do next. It's all about visualization.

Of course, your donors already know how to give. But it's like manifesting. The more clearly you can picture yourself doing something, the more likely it will happen. This makes it easier for donors to decide to give right now.​
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Example:

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The PS

Here's the other bookend, that works in tandem with the Johnson Box to summarize for the skimmer. It's a synopsis and a reminder. It's a last call. And research shows: it works.

Those last takeaways for your donors should ring in their ears as a resounding final ask. A bow on your appeal package. This makes it easier for donors to decide to give right now.​
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Example:

For plenty more ideas on how you can help your donors close the Information-Action Gap, you might want to read our free book, Heartable Fundraising Writing. ❤️