Fundraising letters have a big job to do. They have to ask people to part with money but get no tangible product in return.
I've already written about two important ingredients that need to go into any letter, a good lead and an emphasis on benefits not features. I've got three more tips that will strengthen your letter.
1. Add a PS - You may think your letter has done it all, and it probably has. But the letter isn't the first thing the potential donor reads. They've already read the envelope copy if there is any and glanced at the letter's signature. Then they look at the PS.
Why not. It's short and deep down we all feel there's something especially important there, something the writer wants to make sure we know.
So, repeat your ask, communicate urgency, restate benefits, or convey the strongest element of the appeal in the PS. Any premiums can also be mentioned again. The PS is one of your first contacts with the reader and it needs to draw her into the letter. Think of it as the lead to the lead.
2. Ask for an Action - Remember, this is what the letter is all about. All that research and careful writing leads to this. It shouldn't be an afterthought. Your whole letter has passionately engaged the reader in your appeal, don't come up short by shyly asking for money, gifts, or help.
You've gone nowhere if a reader connects with your cause but doesn't pull out the checkbook. And don't just ask once. A call to action could even be placed in the lead, if appropriate.
Try, though, to put it in personal terms. Speak to that one person out there about how the contribution aids another person. You aren't helping to build a hospital you're relieving someone's suffering. The money isn't just buying computers it's giving a chiuld a chance to be a better student. Try to find a genuine reason why gifts are needed right away. Ask for specific amounts and be sure to make it easy for the reader to reply.
3. Know Your Audience - It's possible to take the scattershot approach and meet with some success. Send out enough mailings and someone is bound to reply positively. But this isn't always cost effective.
Far beter to send a letter to someone already disposed to your cause or one similar to it. People who give to animal rights causes might be more likely to donate to safeguarding our waterways. Also, the more a person is familiar with your organization, the more likely they are to donate.
In this way, obtaining targeted lists is important. Finding individuals who fit very specific criteria, such as geographic area, income, and interests can enhance your chances of success.
It's also important that the appeals letter talk about what's important to the donor. If you're sending a letter to previous donors there's no need to rehash information they already know. You need to speak to what is relevant to them, taking them from where they are now to a new level. Donors with heart disease don't need to be educated about it. What they want is an information source that will improve their lives. It's a lot easier to preach to the choir. You just need to find the members of that group. Always be sure you know who's getting your letter - major donors, loyal donors, regular donors, prospects. The type of letter you write will depend on it.