How to Write a Fundraising Letter
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How to Write a Fundraising Letter
(c) 2002 By Linda Elizabeth Alexander
The key to a successful fundraising campaign is writing a good
letter. This may sound intimidating at first, but fundraising
letters contain many of the same elements as any good sales
letter.
First, know your donors: Beginning with an updated list of past
donors is key -- they will likely give again and may even
increase their donations over time. Make sure to have a good,
well-targeted, updated mailing list for new prospects as well.
In order to get people to read your letter, they must first open
the envelope. Include teaser copy on the outside of the
envelope. This can be as simple as a printed line saying, "We
need your help."
Early in the letter, make your case -- quickly. Don't beat
around the bush. Tell about your organization or project at the
top of the letter and get to the point right away. What problem
will this project solve? What need will it fill?
Appeal to your donors' hearts first with descriptions and
anecdotes, then their heads with facts and figures.
If you are writing to previous donors, be sure to thank them
first before you ask for more money. "Thanks for being such an
important influence on our program in the past. Last year's
fundraiser was such a success, we're inviting you to help again
..."
Also, lose the hype. Don't exaggerate or over-extend yourself.
Nothing will destroy your credibility faster than sounding like
a used-car salesperson when raising funds for a good cause.
As with other sales letters, longer copy pulls better in
fundraising letters. I know, I know, "Nobody reads long
letters." While most people won't read every word, the more you
can tell the reader about the benefits of giving, the better
response you will receive.
Another reason for long copy is with a good fundraising letter,
you should be able to start reading at any point in the letter
and still know what it is about.
It's much harder with a one or two page letter to state your
case in a number of different ways than it is with a four page
letter. With a longer letter, you have much more room to
convince the reader to give.
Don't forget to ask for the money! Don't just tell them about
your program, ask directly for their help. Also, tell them how
much to give so they have an idea of what is needed. "Our
education program needs 25 computers, at $2,000 each. If you
can't afford a whole computer, a donation of only $200 will buy
a printer."
You will get donations of at least $200.
Appeal to readers' sense of urgency by providing a deadline. "We
need these funds by January 1 in order to carry out our spring
awards event." If you don't get them to act right away, they
probably won't act at all.
For the maximum reply, include a return envelope. Make it easy
for people to donate by telling them how! "Just check the box on
the reply card and mail it with your check in the enclosed,
postage paid reply envelope." It may sound silly to you, but
people respond to clear instructions.
Remember to include a PS at the bottom. The bulk of your letter
will go unread by most of your readers. A post script is a
last-chance effort to summarize your whole letter and get your
readers to act on it.
As with any direct mail piece, it's good to make follow up phone
calls one or two weeks after you mail the letter. Ask if the
letter was received and if you can answer any questions. Of
course, you won't always reach the right person, but if you
follow up you greatly increase your chances of getting a
donation.
Writing successful fundraising letters isn't rocket science.
These tips are based on years of trial and error; if you follow
them wisely your campaign will be successful. Plan early, be
organized, and the letter writing will take care of itself!
===================================================== Linda
Elizabeth Alexander writes marketing copy for nonprofits. When a
deadline looms and you're overworked and understaffed, contact
her to come to your rescue. http://www.write2thepointcom.com
mailto:lalexander@write2thepointcom.com
=====================================================