Your Brain Loves Bullet Points—Here’s Why Your Fundraising Copy Should Too
Let’s talk about one of the simplest, most overlooked tools in your copywriting toolbox: the humble bullet point.
They’re easy to take for granted. I mean, they’re just a list with dots, right?
When used with intention, bullet points can increase the clarity, appeal, and effectiveness of your fundraising copy.
In fact, they’re rooted in something deeper than formatting. Bullet points speak directly to how the human brain is wired to process information.
And that makes them a good fundraising copywriter’s secret weapon.
The science behind the bullet point
Our brains crave order and clarity. When we encounter a wall of text, we subconsciously brace ourselves for work. Reading becomes a chore.
But bullet points? They’re like cheat codes for the brain. Here’s why:
Bullet points reduce cognitive load. Neuroscience tells us that our working memory is limited. Chunking down information into bite-sized pieces makes it easier for the brain to grasp and retain. Bullet points create that structure instantly.
They guide the eye. Human attention is increasingly fragmented. Bullets act like visual anchors—grabbing scanning eyes and slowing them down just enough to engage.
They create rhythm and momentum. A good bullet list builds energy. It can make the reader feel like they’re picking up speed, making progress—especially important in emotionally driven fundraising copy.
They make your case faster. When you’re communicating urgency, need, or impact, speed matters. A clear, skimmable list of reasons or benefits lets the donor grasp your message at a glance.
Assume this: your bullets are your message
Here’s something every fundraiser should keep in mind:
If your reader only reads one section of your copy, it’s probably the bullet points. So treat each one like it has to carry the message alone.
Every bullet should:
Speak directly to the donor (using “you” language)
Deliver emotional clarity and a sense of impact
Be able to stand on its own and still move someone to act
Take this example:
When you give today...
You’ll help someone experience daily renewal through devotionals grounded in Scripture.
You’ll give another person clarity and comfort through guided prayers.
You’ll connect twice as many folks to God through original worship music.
You’ll help provide practical tools, like our new prayer journal, that create a powerful lasting habit.
Yeah, the “You’ll” feels repetitive. But remember, a lot of people will only read bullet points. So they have to stand alone and speak to the donor’s impact.
Writing better bullets: your quick checklist
Not all bullet points are created equal. Sloppy lists drain energy. Great ones deliver it. Here’s how to make yours count:
Use “you” generously. It centers the donor in the story.
Then use a verb. Action pulls the reader forward.
Be emotionally specific. Vague = forgettable.
Stick to one idea per bullet. Simple is powerful.
Keep the rhythm tight. Shorter is often stronger.
Bullet points in fundraising copy
In fundraising, attention is the currency. You’re asking someone to stop, care, and act. Bullet points can help you:
Clarify a donor’s impact (“Here’s what your gift will do today…”)
Build a case for urgency (“Why we can’t wait until next week…”)
Simplify complex programs (“Your gift will provide…”)
Highlight benefits of monthly giving (“You’ll help the ministry plan ahead and respond to urgent needs like…”)
Break down the cost of impact (“Your gift of $35 today will provide…”)
What this means for you
If you want to level up your fundraising copy, start with bullet points. Not because they look tidy, but because they’re how the brain wants to read.
They lower resistance. They speed up understanding. And they make your message easier to feel, and harder to forget.
