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