If the gloves don’t fit, you must acquit.   That trial was 29 years ago, that line will live forever.  Why?  Sure, it was a surreal, celebrity infused, wall-to-wall coverage, media circus.  But do you remember any other lines from the trial?  There was the visual that went with the line but part of its stickiness is it’s rhyme-ness.

Nietzsche said the origin of poetry can be traced back to a belief that rhythm and rhyme could confer magical powers to the words of prayers.  He went on to say that “even now … the wisest among us are still occasionally fooled by rhythm – if only insofar as we sometimes consider an idea truer simply because it has a metrical form and presents itself with a divine skip and jump.”

He nailed it.  Experiments show that two statements that are functionally equivalent with one rhyming and one not are equally understood but the rhyming version is considered more credible.  And this is especially true when people have relatively low motivation to critically evaluate the statements, which is precisely the context for most fundraising appeals.  In these situations we rely on mental shortcuts and the aesthetics of a rhyme equate to truthfulness.

The experiments tended to focus on aphorisms so with that in mind, here are five rhyming and non-rhyming (for comparison) examples that might be useful in fundraising copy.

• Rhyming: Sow a seed, fulfill a need; your kindness is a noble deed.
  Non-Rhyming: “Your contribution fulfills a crucial need and is a testament to your generous spirit.

• Rhyming: Change begins with a single step, your support is the leap we’ve dreamt.
  Non-Rhyming: Your support catalyzes the change we aspire to, starting with just one step forward.

• 3. Rhyming: In times of despair, show you’re there; a little help is a breath of fresh air.
  Non-Rhyming: During challenging times, your assistance provides much-needed relief and support.

• 4. Rhyming: Be the ray in someone’s gloom, help hope and happiness bloom.
  Non-Rhyming: Your support can be the light in someone’s darkness, encouraging hope and joy to flourish.

• 5. Rhyming: Lend a hand, join the band; together, in solidarity we stand.
  Non-Rhyming: By offering your support, you become part of a united effort to stand in solidarity.

Kevin