There are a zillion ways to write a fundraising appeal, but here's an outline, in the form of the word APPEALS that can get you there quick, from John Haydon's blog: How to Write a Winning Fundraising Appeal.
Note that this outline suggests that you ask 5 times. That's right. Repetition improves results!
- Attention. This is the hardest part. Find a way to break through the mountain of commercial clutter that surround your donor. Say (or show) something amazing. Most likely, something about the donor! First ask.
- Problem. Show your donor a solvable problem and make it clear that her donation is the solution.
- Possible. Show them the better world that will be when she gives.
- Elevate. Make it clear how important this is: How much difference she'll make, what's at stake if she doesn't give, what the donation says about her. Second ask.
- Anecdote. Tell a story that shows the problem and its solution in action. Third ask.
- Level Up. "Sweeten the deal." Make sure the donor knows she's needed and that her gift matters. Fourth ask.
- Summarize. Repeat the high points. Typicaly in the P.S. of your message. Fifth ask.
from Future Fundraising Now http://bit.ly/2HhgD7c
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