| Writing a fundraising letter is not that difficult. However, | | | | - Use even numbers in graduated amounts |
| you need to know what works and what doesn't | | | | - Offer a monthly auto charge credit card option ($10 |
| before you invest your time composing your donation | | | | a month is $120 a year) |
| request. Fundraising letters have some general rules of | | | | - Include a blank line for write-in amounts |
| thumb: | | | | |
| Keep in mind whenever you are asking for money that | | | | Remind readers that their contribution is your budget |
| you are providing a service. | | | | - Your successes have been possible because of |
| Tell people what you've done and what you plan to do | | | | their past contributions |
| to achieve progress toward your goals. | | | | - Thank them! |
| Longer letters do better:a) You can address all | | | | Use P.S.'s for skimmers |
| concerns and potential concernsb) There are different | | | | - May titillate skimmers and get them to read the entire |
| kinds of readers - Long letters are OK for all: | | | | letter. |
| - Those that throw unopened envelope away - the | | | | - To create a sense of urgency. |
| length of letter is irrelevant. | | | | Donation Letter Results |
| - Those that read only beginning and ending - the | | | | Expect results of $1.50 to $2.00 per letter mailed. |
| length of letter is irrelevant. | | | | Fundraising letters are easier to produce than |
| - Skimmers can pick up more points from a longer | | | | newsletters and you can share news and the same |
| letter | | | | information. If you can't do both a newsletter and a |
| - Passionate readers love long letters | | | | fundraising letter, it's better to just do the fundraising |
| Make your fundraising letter compelling: | | | | letter. |
| Paragraphs and bullets should be no more than 3 | | | | Fundraising letters create a continuity of membership; |
| sentences or items; break longer ones in half. | | | | the more letters you send, the amount per person |
| How to write a fundraising letter: | | | | should go up. |
| Good news - Always start the letter with a series of | | | | 3% to 5% of people every month will respond. |
| good news bullets to build momentum and make entire | | | | Regular fundraising letters will get people in the habit of |
| letter entertaining and informative. | | | | giving. |
| - Use foreshadowing to tease reader and keep him or | | | | Ask for a monthly pledge (100% of credit card pledges |
| her reading. | | | | are fulfilled; 70% of others are fulfilled) |
| - Create a "widow" at the end of the first page (a | | | | Under promise results and over-deliver. |
| thought that's finished on second page) | | | | Fundraising Letters - Final Tips |
| - Make your reader turn the page. | | | | Be yourself - Write with your own personal voice and |
| Describe what you want to do next | | | | style. |
| - Tell what you're going to do. | | | | Make it personal and passionate - That's the only way |
| - Why you're going to do it. | | | | to really connect with people. |
| - How you're going to do it. | | | | Grab their attention - Put a big, bold headline at the top |
| - What results you expect. | | | | of your letter stating your case & cause. |
| List suggested contribution amounts | | | | |