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How many times have you opened a fundraising appeal letter and read something along the lines of:
Dear Occupant,
My name is _____ and I represent ______. I'm writing because we need your help to _________________.
You probably don't know what the rest of that letter said, because you didn't get much past "My name is." That is, if the Dear Occupant thing didn't make you "round file" the letter before you even got that far.
That one sentence demonstrates the first two major - and very common - errors:
- Failing to address your reader properly
- Thinking the letter is all about you
If you're doing a mass mailing to people you don't know, you still don't need to address the letter to Occupant. You might say "Dear Fellow Pet Lover," or "Dear Concerned Parent," or "Dear Fellow (anything YOU really are). Say something that shows you recognize something about them, even if you don't yet know their names. Better yet, use a newsletter format that doesn't call for a "Dear Someone."
The second problem is always harder to cure - because the natural tendency is to write about your group and the support you need.
Instead, you need to focus on your reader. Thank them for past support and get right into making them feel good about giving some more. It may wound your pride, but they really don't care about you, the awards you've won, the prestige you bring to the organization, or how much you care.
If they've donated before or if they will donate in the future, they care about the results of your work and how good it will make them feel to be a part of those results.
A good letter requires 2 or 3 drafts (or more) before it's ready to mail. So try starting your first sentence with the word "you" and see where it takes you. You may change it later, but thinking about your donor first will put your mind on the right path as you begin to write.
The third critical error is also very common: Failing to ask.
After a person has gone to a lot of effort to write a fundraising appeal explaining their organizations' good work and how much money is needed to carry on, they kind of assume that their reader will figure out that they should get out the checkbook.
But it doesn't happen that way. Very few will write that check unless you ask them to do it. And this is a problem, because many volunteers and board members get squeamish when it comes time to ask. Somehow it feels too pushy - crass, even.
Recently I wrote an appeal for a group and ended the letter with something like: "Please get out your checkbook right now, while you're thinking about it, and be as generous as you can..."
One of the board members nearly had heart failure at the idea of sending that out. She wanted something along the lines of "If you'd like to donate, please..."
So ask - and don't be meek. Make it clear that the beneficiaries of your work need their support. Say please. And make it easy. Enclose a response card with a "giving string" that suggests amounts to give along with a box to check that says "Yes! I want to help ensure that..." Then enclose a self-addressed envelope.
If your letter is an e-mail appeal, put the donate button in plain sight - in 2 or 3 different places, and include directions for mailing a check. Some people don't like to transfer money on line.
If you avoid those 3 mistakes, your letters will bring higher response, but there's one thing more you must do...
When donations begin coming in, send a thank you card immediately. Don't wait until next week or next month - and don't wait until the next time you want something!
The surest way to keep a donor is to show your gratitude.
The surest way to lose a donor is to ignore her.
Marte Cliff is a Freelance Copywriter who specializes in making people feel good about donating to worthy causes.
She has extensive experience in writing fundraising letters and is available for fundraising plan creation and editing services.
Visit her at http://www.marte-cliff.com/fundraising. While you're there, sign up for her fundraising ezine.
Because many small non-profits need but can't afford professional copywriting services, Marte has written an e-book to fill the gap. "The Fundraising Primer" offers copywriting advice as well as tips for getting started on the right foot.
Learn all about it at http://www.marte-cliff.com/fundraising-help.html
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