Writing a Fundraising Letter
In addition to mounting a successful fundraising event so you can get funds for your very charitable cause, one of the most crucial elements in the whole process is the fundraising letter. And how to write a very good one that can gain you sponsors and benefactors for your fundraiser can be a daunting task.
Just like any other writing, putting your idea into paper and getting it communicated to people so they come and fund your activity is not for the weak of hearts. This just proves that writing fundraising letters, similar to copywriting, is for professionals.
However, if you’re like the business that cannot afford to get a professional to write the fundraising letters for you, you can always have an in-house staff to come up with that very important letter, and then put everything in a direct mail package.
There are certain rules you need to know when writing your fundraising letter. Here are the steps to writing a successful letter for your fundraising activity:
Step 1: Use the words “I” and “You” in your letter.
Make it a habit to always use “I” and “You” when writing your copy. This is not a press release, nor is this a brochure where you write about your company or offer. With the words “I” and “You” in your copy, you get to provide your letter with human interest, thereby making it easier for your target readers to become engaged in your message.
Step 2: Give the benefits.
But just like writing a marketing ad, use the benefits to appeal to your target readers. Not with the needs. As donors are also people, they would surely look for the benefit of giving their money to someone. What’s in it for them? What can they get in return? Sure, the donors would want to get that good feeling when they help out; but they are also after some “tangible gift” that they can receive by imparting their support. You can always give greeting cards made by kids with cancer, printed using printing discounts such as that provided by printplace coupons.
Step 3: Ask for money.
Go direct to the point and explicitly ask for money, instead of requesting support. Asking for support is very general. Your prospective donor would get back to you and ask what kind of support you need from them. So instead of wasting time, directly ask for money that you don’t need to explain further in another letter.
Step 4: Go for the whole package.
The fundraising letter is just part of the whole package. The package would still need envelopes (an outer and a reply envelope), a device for your donor to reply, and then the fundraising letter itself. Think about how you can get all these items together so you can have all of them suggest one coherent message. Provide a unifying message or idea in each element that will make your fundraising package memorable, as well as accessible.
Step 5: Be simple and concise.
Write your letter in simple terms and straightforward language. Don’t beat around the bush and include a lot of flowery words to engage your target readers. You need for your target readers to get the point right away and take out their pocketbooks and checkbooks. So your words should not only be easy to understand but also so powerful that there’s no way for your target reader to disregard your request.
Step 6: Get them to send money NOW.
Finally, give your target readers the impetus to send you the money right away. Create a sense of urgency and repeat this throughout your letter. Provide a deadline to match the grant.
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