With hundreds of active projects on DonorSee at any given time, how can you write a title that’s unique – especially if many of your projects are similar? This blog will discuss the workings of a great title so you can apply it to any situation and create instant engagement with your audience.
What Makes a Good Project Title:
The title of your project is often the first thing a donor’s eyes fall on when seeing your project. While you might not lose them with an average title, you definitely could lose them with a bad one. Here are some key elements to think about when choosing a title for your project:
Up the Action
The best titles on DonorSee have one thing in common – almost without exception – they contain a verb. Most often they start with one. Move the donor to action immediately with what is needed; and how they can help. “Help Blessings be able to finish school” “Provide this new mother with supplies for her twins” or “Empower Sophia to start her own business!” all are immediately activating and tell the donor exactly how to get involved. This is vital for urgent or relief projects.
Say Their Name
Who is this project for? Who is being helped? You know their name and their story, help the donor connect to that as soon as possible. DonorSee is all about building bridges; bridges between donors and partners and between the donors and the recipients. Maybe a donors’ relative’s name is Cindy and they are immediately drawn to give because of the immediate engagement. Even if not, it brings a level of connection and humanity to your projects, and dignifies the recipient at the same time.
Sometimes it might not be possible to disclose the name of the recipient. That’s ok! Look how David Peterka gives them a term of endearment, or how Georgina Hill changes their names and adds an asterisk. There is always a way to connect someone to your story.
Keep it Simple
Don’t try to over-fill your titles. You might have a recipient who’s a widow, refugee, orphan, and a single mother. Avoid trying to fit in every buzzword that describes them. Choose one – or skip the labels entirely – and connect the donor to their dream and how they will be helped and empowered by the project. You can share their story in the description instead and give the donors a chance to connect with them on a deeper level.
Compelling titles are the key to getting donors to click “play” on the video. How can we create intrigue or peak a donor’s interest? Draw out a character quality or personality trait in the recipient. Tell what their passion or dream is. Add an emoji. Describe what the recipient needs or wants in the title, and let the project show how they want to get there! Good titles make donors watch videos. Watched videos get donations.
Mix it Up
Do you have multiple projects that look the same, like students that need uniforms, tuition, or feeding programs? Vary it up with each project. “Send Susan Off To School Successfully” “Give Susan A Great First Day Of School With Her Own Backpack” “Provide Susan With Everything She Needs To Start First Grade” and “Bless Susan With A Year’s Worth Of School Supplies” are just a few variations. Not only will this help give the donors some variety, it will help you see which titles appeal to them the most.
What to Avoid:
It doesn’t matter how good your project is, passive titles are a deathblow to an otherwise-excellent project; because the donor is never compelled to click on the video. Titles should not read like newspaper headlines, or like something already happened. “Alisman Works To Make Shoes During The Day” or “Tribal Girl Attend School” are not activating and create no interest in your project.
Good spelling and grammar are also vitally important. A lack of these elements might create doubt in the donor’s mind about the legitimacy of your work – or DonorSee as a platform. Double check your spelling.
Portraying the Recipient Negatively
Don’t use a person’s greatest shame, failure, or struggle to garner donations. Tell their story, but move donors to generosity, not pity. “Help This Prostitute Start A New Life” is not a good title, “Give Mary A Fresh Start” or “Empower Mary With Her Own Business” is. (For more on dignity in DonorSee storytelling, click here.)
As always, we’re here to help you be as successful on this platform as you want to be. If you still need help or want personalized coaching, check out this article about effective social media headlines, or reach out to your Partner Coordinator. Let’s get posting!