Fundraising Letters - Writing Strategies
Fundraising is all about people. Fundraising letters allow this most charitable of transactions to occur. People give to people and people give because they believe that their gift makes a difference. Most importantly, people give because someone they know has asked them. These tips apply to old fashioned letters as well as email. But, let's face it, there are advantages and disadvantages to both US mail and email. Select the one that works best for your situation and organization.
Start with something impactful. Why should the reader care? Fundraising letters include starting with a headline, a question or words that make the reader think. For example:- Headlines should be centered on the page and should be in a bold and larger font
- Your opening sentence could be a question like, "Did you know that 2,500 children go to bed hungry in our (city/state)?
- Use phrases that make the reader think like: "Imagine the impact if your $100 saved a life in our community." Or "Discover the truth about..." "Think about..." "How can just $50 really help?..."
Write to one person. You are writing to the one person who is holding your letter and reading it. This writing strategy is simple: write as if you were talking to that individual. Use words and phrases like "your" and "you" and communicate directly with the reader.
Be concise and specific. It is important to describe the opportunity for investment and why you are seeking funds. Fundraising letters that incorporate the specific use of the donor's gift help the donor make the ultimate decision to give. State the goal of the project and the timeline and most importantly, the need.
Share your story. Everyone loves stories, they remember them and retell them to other people. Great fundraising letters have a story. It could be your story and why you are raising money; why the cause is important to you. The story can be happy, sad, funny or remarkable but it is your story and it is the reason you are involved at this time with this project or cause. Engaging stories are great fundraising letter writing strategies.
Have a Call to Action. This means: tell the reader what to do and make them want to do it! Hopefully, your letter has already explained the reason you are writing to them and what their support will mean. Now, ask! "Would you consider a gift of $x as we work to complete our playground project for the children of Sunshine Elementary School?" Your letter should include a response card or website (if you have on-line giving option). Make it easy for your prospect to give to your organization! If this is an email solicitation ensure that your online giving option is clear and easy to navigate. If it is a mailed response make sure that there is enough room to write and the ask is obvious and motivating.
Fundraising letters should be one to two pages in length. Let's face it, everyone is busy. If you care enough to send a letter (or email) you need to convey your message concisely and in a meaningful way. Avoid an overly descriptive and long explanation, people won't read it.
Don't apologize for asking. You should be proud of the cause or project you are trying to raise money for and this sentiment should shine forth in your letter. You are giving the potential donor an opportunity to make a difference and feel good about it. On the flip side, don't make the potential donor feel guilty either. That is a surefire way to turn a donor off and lose the chance of any gift.
It's all in the presentation. Make sure that your letter is opened by trying these tips: use first class postage and hand address the envelope. If the letter looks personalized instead of mass produced it will have more of a chance of being opened and read. If you are sending out hundreds or even thousands of letters use a special image, sticker or saying on the outside of the envelope that would encourage the letter to be opened. These fundraising letter writing strategies are very important and shouldn't be overlooked.
P.S. "This is important!" Don't forget the importance of the postscript at the bottom of the letter or email. Use this place as an opportunity to remind your reader of any number of things: One more time to ask, a specific ask, the action you would like them to take, and your gratitude for their consideration of your request.
The personal touch: hand sign and write a short note. It might sound corny but when someone takes the time to sign your letter AND write a personal note it demonstrates one more time to the reader that this is personal. Remember, people give to people! These writing strategies are sure winners and they are worth the time and effort.
Who do I write to? Before you start to write take a few moments and brainstorm your list: family, friends, neighbors, past donors and supporters, co-workers, parents of your children's friends, clients, members of your church, old college roommates - the list is endless. Remember, often times people just need to be asked. If they care about you the odds are that they will support something you care about. You don't have to know lots of "rich" people. Grassroots fundraising is enormously powerful. Smaller gifts add up quickly!
Click here for a sample fundraising letter format and informative tips!
Click here to access sample fundraising letters in our free tools section
Return from fundraising letters - writing strategies to Home Page
|
