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.