A basic purpose of your paper’s concluding paragraph is both to restate the paper’s argument and to restate how you have supported this argument in the body of the paper. However, your conclusion should not simply be a copy of your introduction. The conclusion draws together the threads of the paper’s argument and shows where the argument of your paper has gone. An effective conclusion gives the reader reasons for bothering to read your paper. One of the most important functions of this paragraph is to bring in fresh insight. Some possible questions to consider when writing your conclusion are:
Hi Ian. Even if it’s a charity, the elements are still the same. You still need the hook and the story and you still need a deadline and the call to action (you may even have an offer – donate this and get this). I think for a charity the key thing is to find the emotional connection. You need to move people so that they almost feel guilty if they do nothing. Stories are exceptionally good for this because instead of talking about a group of people (or whoever the charity supports), you make it about one person – and down well, you make the audience connect and feel empathy with that individual. Just think about how brilliantly the big events such as Comic Relief (if you’re in the UK) does this through their videos. Stories are so powerful so I’d be starting with that. I hope that helps.