Tag Archives: appeal letters

Want the most effective fundraising letter possible? Use this best practice checklist.

Has the marketing proposition behind the appeal been worked out? Is it consistent with the organization’s case for giving? Makes clear what problem the organization is addressing and how a gift will help solve that problem “with your help”? Is the letter from one person to another? Not from a committee? Engaging? Personal, even chatty […]

The Why, Where and How of using personalization in a fundraising letter

Direct Marketing IQ’s Cheryl Cagle reports that 60% of fundraising direct mail was personalized in 2014. Of all market segments, only insurance uses more personalization. Personalization: Why to do it The reason why 93% of direct mail fundraising appeals are letters is because people give to people. Letters are from a person to a person―or they are when they […]

Two-page fundraising letters that outperformed expectations

In my last post, I talked about why you often need two pages to write and design a successful fundraising letter. And a previous post shows you how to write and design a two-page letter than can be scanned in 20 seconds. In this post I’m going to show you three more examples. But first, don’t […]

5 words you must use in your fundraising letter to raise more money

They are simple words, but it’s so easy to write a donation request letter and not use them. Our schools and employers teach us to write impersonally, formally, pompously. So, go back through your letter draft and check for these five words: It’s an easy way to improve your donation request letter, thank you note, […]

Use these 3 mental tricks to write great fundraising letters

Too many fundraising letters sound like memos–impersonal, “From the Desk of the President.” Would you donate to a desk, if it asked you? Remember that making a donation is an emotional decision. It’s personal, and that requires a personal appeal from you, the person the donor trusts to do good work. So, use these three […]

8 ways to get better results from annual fund appeal mailings

Use story in fundraising letters. Speak from the point of view of the potential donors.  “I was helped, and now I’m helping”.  Show what the help does. Use color photos with captions that support or convey the story in direct mail letters. Improve convenience and choices for the donor and gather more information by using […]