Setting out to write a direct mail fundraising letter. Here are some useful guidelines form the Guidestar blog, at Drafting Fundraising Letters: Seven Top Tips:
- Start with the P.S. (It's the most important, most-read part of the letter. Make sure it clearly states the one thing you want to reader to do!)
- Think about the appearance. (It should look like a "real" letter. Beyond that, it should look like it came from your organization, not any old business.)
- Make sure they're emotionally compelling. (People give from the heart. If you don't make an emotional case, you won't get very many gifts.)
- Personalize them. (Donors respond well to their own names and other information from the data, like their city name and how much they've given.)
- Center them around the donor. (Don't brag. Don't educate. Say you a lot. Frame everything in terms of what they donor can do.)
- Be direct. (Come right out and ask. Don't dance around it. And ask several times.)
- Don't forget to include information about other ways to give. Let them give by credit card or by EFT. Show them where they can give online. Include a toll-free phone number they can call to give.
Here are some more:
- Write the reply coupon for before you write the letter. Know where the letter is trying to send readers.
- Spend a lot of time on the envelope. If it doesn't get opened, all your other good work is for nothing!
- Write the thank you letter at the same time. Make sure you're thanking donors for the same thing you asked for!
from Future Fundraising Now http://ift.tt/2gEd3Hb
0 comments:
Post a Comment