The Fundraising Letter PS: 25 Powerful Things To Say There
(Includes Examples & Samples)
Donors read postscripts. This is a sad but important reality in
fundraising. Sad because the PS is stupid and belongs in another
millennium. In this age of word processors, no one needs to add
a PS anymore. But important because a donor reading a PS is a
donor looking for information. And that's your opportunity.
According to direct mail consultant Allyn Kramer, there are five
"hot spots" in your direct mail packages where readers look
first. Here they are, in order:
1. Outside envelope
2. Brochure headline
3. Inside
address (who the letter is going to)
4. Signature line
(who the letter is from)
5. Postscript
Since the PS is one part of your letter that you can be
confident your donors will read, you need to write something
there that will motivate your donor to send you a gift or take
your desired action. Here are some ideas.
- Re-phrase your ask in a new way
- Reiterate the
deadline for the member's gift, if there is one
- Point
the donor to your website to make an online donation
- Invite donors to refer you to a friend who may support your
organization
- Invite the donor to complete the enclosed
reply card and envelope
- Remind donors that their gifts
are tax deductible
- Invite the donor to join your
monthly giving program
- Repeat your case for support in
a fresh way
- Include a brief and uplifting story that
demonstrates that your supporter's gift will make an immediate
difference
- Invite donors to upgrade their gift
- Offer a free guide on writing a will or making a bequest to
your organization, sent to all who send a gift
- Draw
your reader's attention to a section in your enclosed brochure
that illustrates your current need and encourages a gift
- Break down the ask into daily amounts ("Your gift of