| "Yesterday I received a call from the head of the | | | | the end. The end is a strongly worded call to action in |
| state's Department of Human Services. I was flattered | | | | a postscript (or two). |
| and a little surprised that she would be calling me. | | | | The reader will also look for a signature, ideally from |
| Unfortunately, the news wasn't good. After telling me | | | | someone they know and respect. The letter should be |
| how much she admired our initiatives and was | | | | signed by the person whose voice makes the most |
| impressed with our year-end results, she let me know | | | | sense for the story your letter is telling. |
| that the budget for our programs would be cut..." | | | | A letter allows you to speak directly to your prospect. |
| That's an example of the opening of a fundraising | | | | The words "I" and "me" and "you" are important to |
| letter. It is designed to engage the reader in a personal | | | | create a one-on-one feeling. Remember just one |
| way. Read on to learn how to create fundraising | | | | person is reading your letter at a time. So don't write in |
| letters to generate significant income for your | | | | the plural, even if your mailing is going out to thousands |
| organization. | | | | of people. Write it like you are talking to a friend about |
| In the age of email and text messages we still check | | | | what you care about and what desperately needs to |
| to see what the mailman brings each day. Often it | | | | be done. |
| contains an appeal. Nonprofit organizations have used | | | | The letter does not have to be on letterhead. |
| this method of fundraising for many years because it | | | | Something that looks like your personal stationary |
| works. It is primarily a way to ask friends of your | | | | would be ideal. The size could be smaller than 8.5 x 11, |
| organization to make a contribution. Let's explore | | | | again so it looks like stationary. |
| seven components of a successful direct mail appeal. | | | | 4. Asking for a Contribution |
| 1. Creating and Maintaining Your List | | | | It must be clear what the purpose of your letter is. You |
| Before you write the first word of your letter, make | | | | want a contribution. You might stipulate exactly what |
| sure you have a great mailing list. Your database | | | | that money will do. Let donors know that $500 will |
| needs to in excellent shape so you can easily print out | | | | provide a special program for your daycare center, |
| letters and/or mailing labels. If you are building your list | | | | while $250 will provide safety equipment for the |
| all year long by adding new friends, updating | | | | playground. This can be stated in the letter and |
| addresses and names as needed and then you are | | | | repeated on the remittance envelope. |
| always ready to go. If not, make it a priority before | | | | Let the reader know exactly what next step to take. |
| you mail! | | | | A remittance envelope is important! Make sure it is |
| It is possible to pay for lists of names to mail your | | | | easy to use and ready to go and it is postage free or |
| appeal to. If you choose to do this you will want to | | | | pre-stamped. |
| know as much as possible about your key prospects, | | | | 5. Timing Your Mailing |
| by understanding who is currently in your database - | | | | Most nonprofits send an appeal letter in November or |
| the profile of who cares enough about your | | | | early December, timed with the holidays and year-end |
| organization to have given money in the past - you will | | | | giving habits. Try to avoid mailing arriving too close to a |
| be able to look for others like them. | | | | holiday. You may test sending two appeal letters a |
| There are two types of lists available: compiled and | | | | year and carefully measure the results. |
| direct response. Compiled list are taken from | | | | Donors do respond to special needs. Going back to |
| directories, phone books, motor vehicle records, etc. | | | | the opening of this article, that sample letter may be |
| They are available by zip code or, to be more | | | | sent out this week to ask for contributions to continue |
| targeted, you could also specify income level, age or | | | | funding a popular program that has lost state funding |
| other criteria. A direct response list includes people | | | | due to budget cuts. |
| who have responded to direct marketing or fundraising | | | | Repeat mailings may also work just because you may |
| appeals similar to yours (note: you could sell your list so | | | | reach the person on a better day, a "friendlier" |
| other organizations might use it). You could research | | | | member of the household may receive the mail that |
| these lists online, at the library or through a list broker. | | | | day or the timing may just be right. |
| 2. Mailing Your Letter | | | | 6. Attention Getting Inserts |
| Postage is a major expense and an important | | | | Surprise them by putting something in the envelope. |
| consideration. Many nonprofits are eligible for reduced | | | | Insert something small, lightweight and relevant in the |
| postage rates. Explore that possibility if you haven't | | | | envelope of an appeal letter. You may include a small |
| already done so. These rates only apply when you | | | | insert of brightly colored paper with a fact, an offer or |
| are doing a mass mailing. If your mailing is large and to | | | | an additional appeal printed on it. |
| a very limited geographic area (for example, you are | | | | I wrote appeal letters for the Museum of Early Trades |
| mailing to every home in your town of 5000 | | | | & Crafts and contributions increased by 50%. We |
| households) this may work quite well. | | | | enclosed wood shavings in the envelope (the opening |
| You can probably expect quicker delivery if you use | | | | story made reference to the shavings). The next year |
| first class mail. Placing a stamp on a letter adds to its | | | | we used sheep's wool. These were free, relevant and |
| value in the eyes of the receiver. The same is true for | | | | they worked! |
| a printed or hand written address, rather than a label. | | | | 7. Testing |
| The more mail resembles personal correspondence | | | | Always measure the response you receive to your |
| the better the chance it will be opened. | | | | mailing. You should have figures from previous years |
| 3. Writing a Letter that Works | | | | to use as a starting point or control. There are several |
| There have been many, many tests done to show | | | | ways you can test direct mail. You could start with a |
| what gets the best results in direct mail. The | | | | small sampling and measure the response. You might |
| overwhelming winner is a long letter. Not a postcard, | | | | do two different letters and do what is called an A/B |
| not a brochure, nothing fancy - just an old fashioned | | | | split. Or you might change just one factor (size, who |
| letter. | | | | signs it...) to see what the results are. |
| Don't overlook the word "long." Logic tells us that | | | | Be sure to track your expenses and the income your |
| shorter is better. Ignore logic because a long (more | | | | receive. Not only will you measure it against other |
| than one page) letter has been proven to work best. | | | | mailings but you may want to look at whether this is |
| Start with an attention grabbing device: a quote, a | | | | the best way to get money from all or part of your list. |
| personal story, an amazing fact, a heartbreaking | | | | And do not send an appeal asking for $100 to your |
| statistic. Your letter should be personal and engaging. It | | | | $20,000 a year donor! |
| should quickly draw you in and make you want to | | | | Sending fundraising letters is a proven method of |
| read. While it is true that the recipient may not read | | | | fundraising. Spend time evaluating and rethinking yours |
| every word, he will generally read the beginning and | | | | before you start writing. |