donor-centric appeal letters mail fundraising course...donor-centric appeal letters strategies to...

Donor-Centric Appeal Letters

Strategies to Boost Donations

Pamela Growpamelagrow.comsimpledevelopmentsystems.com

Thursday, March 21, 2013

Who am I?

Publisher of The Grow Report, the only free weekly eNews for small nonprofitsCopywriterCreator of the course, Direct Mail Fundraising | The Basics & More!Founder of Simple Development Systems, an online training program for nonprofits


GoToWebinar

GoToWebinar support phone number should you need it

1(800) 263-6317


Are your appeal letters putting your

readers to sleep?


What’s coming up?


What makes a

successful appeal?

•It’s donor-centered•It has a strong ask•It tells a story•No jargon•Emotion


It’s not about you.


Seeing through your donor’s eyes


Same old way

“Now in existence for over 30 years, XYZ organization continues to strive to expand its programs and offerings to the community. We hope that you will be able to take part in one or more of the many exciting events that we are offering this year and experience firsthand the pride we take in supporting our cause.”


Centering it around your donor

We couldn’t have done it without you.

Have you ever wondered...?

Throughout the years your support has made possible...


Your donor is the hero

via Jules Brown

dearjoan.net


Start by...


“All fundraising copy should sound like someone talking.”

George Smith - Tiny Essentials of Writing for Fundraising


When you’re writing to raise money...


Green Eggs & Ham


“Remember: if your letter is targeted at everyone, it’s targeted at no one.”

Jerry Huntsinger


Your Aunt LoisThursday, March 21, 2013

Story not statsThursday, March 21, 2013

ThisThursday, March 21, 2013

or this?Thursday, March 21, 2013

It’s just emotionThe Bee Gees


Emotion examples

“You could say Smokey had been through fire. Specifically “firecrackers” at the hands of some cruel children. When she arrived at Best Friends, she was incontinent because of her injuries and, understandably, very cautious around people.”


"Don't start by writing. Start by feeling. Feel, and feel passionately, and the

emotion you feel will come through the spaces in between the words."

Indra Sinha


“Share measurable results of what you have achieved with other donor’s gifts.”

Penelope Burk


UrgencyThursday, March 21, 2013

“Your call to action requires immediate action.

Not think about it and respond eventually. Not

become generally predisposed to agree with

the cause. Respond. Now.”

Jeff Brooks - The Fundraiser’s Guide to Irresistible Communications


The long and short of it


“Under most conditions, a two-page letter will

produce more money than a one-page letter and a

four-page letter will produce more than a two-

page letter ”Jerry Huntsinger


“Only amateurs use short copy”

David Ogilvy


Ask for money, not “support”

“Send a gift today of $25 or more.”

“Your gift of $____ makes it possible...”

Ask early! Ask often!


ThankThursday, March 21, 2013

I can’t thank you enough.

Thank you for caring so very much!

Thank you for your extraordinary compassion and commitment to helping children in need.

With my sincere thanks and appreciation this Memorial Day.


P.S.


P.S. ExamplesP.S. You can renew online on our website at www.bestfriends.org/renew or even give us a call at 435-644-2001. I also invite you to visit your furry friends at the Sanctuary anytime. The animals are always happy to see their friends!

P.S. Each Memorial Day I do two things. I bring Peggy flowers, to tell her how much I still love her. And I give a gift to Sharp HospiceCare, in her name…because they cared for her when she needed them most, and now Sharp needs me.


http://www.bestfriends.org/renew

http://www.bestfriends.org/renew

But what about design?

Always use a serif typeface for body copy.

Never use sans serif. (Promise me.)


Sans vs Serif

Comprehension levels: Good Fair Poor

Serif 67% 19% 14%

Sans serif 12% 23% 65%

From Colin Wheildon, Type & Layout


•Make them bigger

•Make the type bigger

•Don’t forget the boxes

Reply forms


A tale of two appeal letters


•Too much “I, me, mine”

•Sans serif font

•Copy is not broken up

•Impersonal

•No direct ask


•Strong, donor-centered open (Because you were there)

•Warm, personal, emotional

•Extraneous details removed

Results: doubled


RecapFocus on your donorMake it easy to readLose the jargonStory, not statisticsDon’t forget to askExactly what you’ll do with it if they make a donationProof that it will get where it’s supposed to go and have real impact


Your best resources

SOFII, the showcase of fundraising innovation & inspiration

How to Write Fundraising Materials That Raise More Money - Tom Ahern (subscribe to Tom’s enews too at his site)

The Fundraiser’s Guide to Irresistible Communications - Jeff Brooks

How to Write Successful Fundraising Letters - Mal Warwick

The Ultimate Sales Letter - Dan Kennedy

Revolution in the Mailbox - Mal Warwick


Questions?


Appeal review?

[email protected]


mailto:[email protected]

mailto:[email protected]

Thanks for attending

today!


donor-centric appeal letters mail fundraising course...donor-centric appeal letters strategies to...

Documents