Fundraising - If You Can't Personalize, Use a Newsletter

Your donors, like all of us, are sensitive people. So when you send a fundraising appeal, think about their feelings - not just your needs.

If you're sending a letter, especially to someone who has supported you in the past, you need to take the time to personalize. With the variety of software available now to do that, there really is no excuse to send a letter to "Dear Supporter" or "Dear Friend of the Animals."

Think of your own reaction to receiving a letter that was obviously copied and sent to dozens, or hundreds, or thousands of people. Especially if you've given a generous donation, it's a bit like an insult. You feel like all you are to them is a dollar sign. You might even feel like they're ungrateful. And you might feel that since they're obviously sending so many letters, they don't really need you.

Try to think of a positive reaction you might have to such a letter. I couldn't think of one.

Almost as bad is a letter with a blank space after "dear" and the name handwritten in. It shows that someone does know your name, but it almost shouts "Assembly line" mailing.

If you have a volunteer or two who is capable of good data entry, you can and should personalize each letter, and even mention the amount of the donor's last gift. That indicates that you do remember them and they are valuable as supporters of your organization's cause.

But what if you can't? What if you're short on volunteers, don't have the right software, and simply can't personalize your letters?

Change your format. Instead of a letter, send a newsletter. Give it a title and a masthead, just like a newspaper. Then write several short articles.

One of the beauties of using a newsletter is that you can address several topics - which is something that is difficult to do in a letter without "losing" your reader.

So tell about your accomplishments and talk about how your donations have been spent. Tell about upcoming events and the projects you're working on right now - and of course talk about the ongoing need for financial support. And be sure to include an "ask."

One of the biggest mistakes fundraisers make is sending a letter or a newsletter and failing to ask for the donation. They assume that their readers will see and understand that more funds are needed. But strangely, few people give unless they're asked.

When your donors receive a newsletter they'll view it as your way to stay in touch with everyone, and they won't feel insulted by the lack of personalization.

But... if you can manage it, you should still do something personal for your strongest supporters. Leave an inch or so blank at the end of the newsletter, so you can write a short personal note. If you know the person, use their first name. If you don't know them, say something like "Dear Mrs. Jones, thank so much for your gift of $100 in December - it went a long way toward (whatever you used it for)." Then sign your name.

Yes, it adds time to your mailing. But you might be surprised to see how much it adds to the money coming in after the mailing.

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