| Donors read postscripts. This is a sad but important | | | | 10. Invite donors to upgrade their gift |
| reality in fundraising. Sad because the PS is stupid and | | | | 11. Offer a free guide on writing a will or making a |
| belongs in another millennium. In this age of word | | | | bequest to your organization, sent to all who send a |
| processors, no one needs to add a PS anymore. But | | | | gift |
| important because a donor reading a PS is a donor | | | | 12. Draw your reader's attention to a section in your |
| looking for information. And that's your opportunity. | | | | enclosed brochure that illustrates your current need |
| According to direct mail consultant Allyn Kramer, there | | | | and encourages a gift |
| are five "hot spots" in your direct mail packages where | | | | 13. Break down the ask into daily amounts ("Your gift |
| readers look first. Here they are, in order: | | | | of £15 works out to just 50 pence a day") |
| 1. Outside envelope | | | | 14. Invite readers to visit your website to complete a |
| 2. Brochure headline | | | | survey (and ask for the gift again there) |
| 3. Inside address (who the letter is going to) | | | | 15. Give your phone number or email address and |
| 4. Signature line (who the letter is from) | | | | invite the donor to contact you with any questions |
| 5. Postscript | | | | 16. Explain what will happen if you do not receive |
| Since the PS is one part of your letter that you can be | | | | sufficient funding (without spreading fear and without |
| confident your donors will read, you need to write | | | | making your donor feel guilty) |
| something there that will motivate your donor to send | | | | 17. Thank your members for their ongoing support |
| you a gift or take your desired action. Here are some | | | | 18. Add a personal note about why you are so |
| ideas. | | | | passionate about this particular ask--and why you |
| | | | need the donor to send a gift today |
| 1. Re-phrase your ask in a new way | | | | 19. Remind the member about the freemium you've |
| 2. Reiterate the deadline for the member's gift, if there | | | | enclosed (mailing labels, for example) |
| is one | | | | 20. Re-state the size of gift you are requesting |
| 3. Point the donor to your website to make an online | | | | 21. Explain that supporters can make a donation using |
| donation | | | | their credit cards |
| 4. Invite donors to refer you to a friend who may | | | | 22. Remind donors of your goal for this campaign |
| support your organization | | | | 23. If you are well into your campaign, tell donors how |
| 5. Invite the donor to complete the enclosed reply card | | | | close you are to reaching your goal--their gift right now |
| and envelope | | | | will get you even closer |
| 6. Remind donors that their gifts are tax deductible | | | | 24. Tell the donor how much their continued support |
| 7. Invite the donor to join your monthly giving program | | | | means to you personally |
| 8. Repeat your case for support in a fresh way | | | | 25. Name one of the people your donor's gift will help |
| 9. Include a brief and uplifting story that demonstrates | | | | ("Children like Samantha need your help. And so do |
| that your supporter's gift will make an immediate | | | | we. |
| difference | | | | |