You'll be encouraged to know that the art of writing effective
fundraising letters can be learned. I learned it. So can you.
Successful fundraising letters share a number of things in
common. Once you know what these things are, your letter is
already half-way written. Before I share what they are, let me
explain what I mean by a "successful" or "effective" fundraising
letter. I mean a letter that generates a gift, certainly, but I
also mean a letter that builds upon the relationship you have
with your supporters. You can easily craft a guilt-inducing
letter that brings in a donation for now but repels a donor
forever. Successful fundraising letters take the long-term
approach, knowing that donors need to be nurtured and educated
over time.
So here are some things that all successful fundraising letters
have in common. Include as many of them as you can in each
letter you write.
1. Is personal Effective fundraising
letters sound as though they are written by a human being, not
an institution. Unlike grant proposals or special events, they
are person-to-person pieces of communication. With the exception
of a phone call, fundraising letters are the closest thing that
you can get to a face-to-face meeting with a donor.
2. Is conversational Again, unlike grant
proposals and charity auctions, effective fundraising letters
read like a conversation (though admittedly a monologue) between
two people. Wouldn't you agree that good letters involve the
reader? Like you, I believe that effective letters involve the
supporter in the message whenever possible without sounding
contrived.
3. Is addressed to a person by name Don't
send form letters to make friends. Friends don't mail form
letters. They send personal letters. Letters addressed to their
friends by name. My wife never sends me a letter that begins,
"Dear Friend." Neither do my friends. I realize that
personalization costs more. But personalization is the right
thing to do. And it boost response, which is a bonus you get for
doing the right thing.
4. Describes the case for support in human
terms The best fundraising letters translate
institutional needs in terms of people, not programs,
remembering that people give to people to help people. So
instead of saying "we need $10,000 for our general fund," a
savvy fundraising letter says "our soup kitchen aims to help
over 100 needy toddlers this Christmas Eve, and your gift today
will make that possible."
5. Is donor-centred The best-received
fundraising letters say "you" more than they say "we." As Jeff
Brooks, senior creative director at the Domain Group, says,
"Donors are interested in you because of what you help them do.
You are their agent in their personal mission to make the world
better. That should be the topic of all your fundraising. Not
the inner workings of the organization. Not the accomplishments
of notable others. Not the need for raised consciousness or
philosophical buy-in."
6. Asks for the gift I've read letters
that were so high-pressure that I kept my donation in my pocket.
And I've read others that were so vague that I wasn't sure if
the sender wanted my gift--or expected it. In the fundraising
profession, we say that if you don't ask, you won't receive.
Which is a true statement most of the time, because sometimes
you'll receive gifts unsolicited. But with a fundraising letter,
you need to ask for a donation, and more than once in the
letter, if you expect to cover your costs.
7. Educates donors The best fundraising
letters leave donors better-informed than they were before they
opened the envelope. They give donors more reasons to support
your cause by describing how your organization helps its
constituents, how a donor's past gifts are changing lives, or in
other ways reinforcing your case for support.
8. Appeals to the heart Donors give to
causes that win their hearts and their minds, usually in that
order. Good appeal letters stir feelings of compassion, mercy,
empathy, altruism and more so that the donor identifies with
your cause on more than a cerebral level.
© 2005 Sharpe Copy Inc. You may reprint this
article online and in print provided the links remain live and
the content remains unaltered (including the "About the author"
message).
More Information:Alan Sharpe is a professional fundraising letter writer, instructor, coach, author and newsletter publisher who helps non-profit organizations to raise funds, build relationships and retain loyal donors using cost-effective, compelling, creative fundraising letters. Sign up for free weekly tips like this at
http://www.RaiserSharpe.com/ 
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