Tips for Writing Successful Fundraising Sales Letters
Here are some tips from Deborah Block and Paul Karps (partners in BK Kreative and associates of fundraising guru Mal Warwick) for gaining a competitive advantage in direct mail fundraising.
-
Write your copy from the donor's point of view. Tell her what the organization is doing to better lives – including those of its supporters. Remember at all times that direct mail fundraising is not about the charity … it's about the donor.
-
Emphasize how the organization plays a premier role in a particular realm of the nonprofit universe. If the organization is Number One or the best in something – or does work no one else does – don't be afraid to say so. Identify it as "the preeminent national (or regional/state/local) leader." Think that may be stretching the truth a bit? Here's a subtle suggestion: Replace "the" with "a."
-
Play up the charity's skill and know-how. If, for example, the organization was founded 110 years ago, clearly mention its long history of success. Explain that, over the years, it's "done the job again and again." And now, it's this experience and expertise that uniquely qualifies the organization to solve the problem or to face the challenge ahead.
-
Emphasize the scope of the organization – as in "with field offices in 38 countries around the world, we're in a unique position to …"
-
Take credit for the charity's good work. If it is part of a coalition – and if it's accurate to state – highlight its central role in the endeavor. It might be "leading a broad coalition of like-minded groups." You can take a similar tack by referring to coalition members as your "partners" or "allies."
But, at all cost, try to avoid specifically mentioning any other organization by name. All you're doing is inviting the reader to give her money to that group – and not yours.
-
To give your copy authenticity and a genuine touch, get background information about the signer, including a personal reference.
Source: Successful Fundraising Online, August 2002. Visit: www.malwarwick.com/newsletter
How to Land Clients in 21 Days with Just Your Computer
How do I land my first client? It’s a question every aspiring freelancer asks eventually. Now, there’s a proven system for landing clients that removes the guesswork. Best of all? No cold calling. Learn More »
“I now have the freedom to work at home, or at any place in the world, as long as I have a laptop and Internet connection. And, not having to battle the brutal Houston traffic each day is a huge plus!”
If yes, you could be in big demand, earning big money, writing just a few hours a day from anywhere in the world you choose to be.
Get Nick Usborne’s step-by-step system for creating money-making information websites.
In just 6 hours and 35 minutes, you can be in business earning $60 – $150 an hour writing simple resumes.
Learn the secrets behind succeeding in this in-demand career.
The work is plentiful … the pay scales are generous and the competition is scarce!
Get the answers to the hundreds of questions and concerns commonly asked in specific, step-by-step details.
Use this eight-step plan to make the leap from aspiring copywriter to professional copywriter this year.
Let your fellow AWAI members show you firsthand the easiest, most powerful way to land your first client … BEFORE you finish the program.
Writing for the web is a huge opportunity for copywriters. Let web expert Nick Usborne show you how to write blockbuster web copy in record time … even if you're a complete internet “rookie”!
It’s an opportunity to make $50,000, $75,000, $100,000 a year or more … working just a few hours a day.
A once complicated profession is now something you can do on a standard computer – even if you have little or no “artistic” ability.
It’s one thing to have a website. But if your website can’t be found by the search engines, it may as well not exist.
The Internet creates new income possibilities every day. The biggest among them: online video marketing.
Get the very techniques top-performing copywriters use to rattle off one groundbreaking control after another.
In his new book, Michael Masterson teaches you his very own formula for powerful persuasion and how to apply it to direct mail sales letters as well as online promotions.
Guest, Leave a Reply
Please Note: Your comments will be visible by everyone.