23 Oct 2008 2 Comments
Fundraising letter advice: skip the blah blah blah
Maybe you saw this item in the news the other day: Framingham State College sent a fundraising letter to some young alumni thinking its hipness would appeal to them. Some of the ill-considered text read, “With the recent economic downturn and loan crisis, it has become even more important for Framingham State College to receive your support. Blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah”
OK, we get it. They were trying to take some of the stuffiness out of traditional fundraising appeal letters. Good idea, but substituting “blah blah blah” didn’t really work out so well. Personally, I would have gone with “yaddo yaddo yaddo.”
But seriously, how do you write an effective fundraising letter? I hope readers will chime in with some tips, but let me present some simple (but not always easy) guidelines based on years of Firstgiving experience with writing fundraising letters.
1. Keep it short. People are busy. Say what you need to say and get out of the way.
2. Be real. Be honest, be open, and be direct. Tell them who you are, why you’re asking for their money, what you’re going to do with it and why that matters. Make it personal.
3. If you’re not sure, do some testing. If you are sure, ask yourself, are you really sure? Even with a small list, it’s not that hard to send one letter to half the people and another to the other half and see what works better.
How have you been successful with fundraising letters? Have you ever received (or written) a really bad appeal letter? What about a fundraising email that made you open your wallet? Please share your stories in the comments or drop us a line at feedback@firstgiving.com.
For more sample fundraising letters and some other useful documents, check out Firstgiving’s new NPO resource area.
Jon Biel
Oct 23, 2008 @ 12:40:15
How do you keep a fundraising letter short and real? Consider using an email with links to multi-media messages that minimize the copy, but maximize the visual content and emotional impact.
Donors want to know two things: 1) where their money is going and 2) they want to see the results of their giving. So give them this information – but don’t just tell them, SHOW THEM!
If you are reuesting support for a new wing to a homeless shelter, let potential donors know the cost of a bed for one of the rooms in the new wing is $200, and give them the option to purchase (or participate in the purchase) of one bed – or $150 for one dresser or $200 to carpet the room, etc. And, if possible, let someone who will benefit (or who has benefited from the shelter’s services in the past) make the request.
Think how powerful it would be to get a message from the shelter asking for support where you click on a link that shows a respectful and appropriate (minimally produced) video) where a Mom (holding on to one child while the other is wrapped around her leg) looks into the camera and says “Without the help of the shelter, my children and I might not even be here. For $200, you can ensure a family, just like mine, will have comfort, shelter, and a bed when they most desperately need it. Please help in any way you can.”
Personal, powerful, specific.
If you can give readers an immediate way to reach into their wallets for their credit cards and donate, all the better. (See http://www.mtdn.com/shrinershospitals for an example of a Wish by the Shriners – an organization my collegues and I worked with all last weekend – that is specific and immediatley actionable.)
And don’t forget the power of a thank you and showing results! Try to follow up all you donations with an example of how a donors generosity helped. Pictures, video, testimonials, etc. sent back to the donor showing the results of their giving is a powerful way to thank, continue to engage, and make a donor out of just a donation.
Take a look at an example of specific Wish and, in particular, the Wish Progess on this Make The Difference Network Wish – http://www.mtdn.com/wish.aspx?id=219. This whole URL can be sent back to a donor to show them the results fo their giving so, if their hearts are touched again, they can immediately donate once more.
Thank you, results, encouragement to donate again.
I believe the effective use of the available technology, coupled with old-fashioned copy writing techniques can create very effective, contemporary requests for help
I also love your idea about testing – the internet lends itself quite well to that and we should not be wedded to our original ideas. Test them, get feedback, adjust.
Bruce Solotoroff
Oct 23, 2008 @ 16:45:12
I think your tips are excellent. Don’t know how much difference it would make for me. I became disabled as a result of a car accident and was lucky to live. I am now disabled. I told my story of my accident and TBI and PTSD and how I went from a business man and how at any time any of us could be gone. Sent it to 15 people about 1/3rd family and nothing. I can’t help put to take it personally, and want to quit to avoid the rejection. Any thoughts?
Thanks
Bruce