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How to Write Successful Fundraising Letters
Mal Warwick, revised edition 2001 updated 10/15/01
Chapter 1 Why People Respond to Fundraising
Letters
1)
People send money because you ask them to.
2) People send money because they have money available.
3) People send money because they're in the habit of sending money by
mail.
4) People send money because they support organizations like yours.
5) People send money because their gifts will make a difference.
6) People send money because gifts will accomplish something right now.
7) People send money because you recognize them for their gifts.
8) People send money because you give them something tangible in return.
9) People send money because you enable them to "do
something" about a critical problem, if only to protest or take a stand.
10) People send money because you give them a chance to associate with a famous
or worthy person.
11) People send money because you allow them to get back at the corrupt or the
unjust.
12) People send money because you give them the opportunity to 'belong' -
as a member, friend, or supporter - and thus you help them fight loneliness.
13) People send money because you enable them to offer their opinions.
14) People send money because you provide them with access to inside
information.
15) People send money because you help them learn about as complex and
interesting problem or issue.
16) People send money because you help them preserve their worldview by
validating cherished values and beliefs.
17) People send money because you allow them to gain personal connections
with other individuals who are passionately involved in some meaningful
dimension of life.
18) People send money because you give them the chance to release
emotional tension caused by a life-threatening situation, a critical
emergency or an ethical dilemma.
19) People send money because they are afraid.
20) People send money because you allow them to relieve their guilt about
an ethical, political, or personal transgression, whether real or imagined.
21) People send money because you give them tax benefits.
22) People send money because they feel it's their duty.
23) People send money because they believe it's a blessing to do so.
Strong Leads
1.
Thank you . . . !
2.
I'm writing you today . . .
3.
You are among the first. . .
4.
You may be surprised to learn ...
5.
Did you know that. . . ?
6.
Don't you wish . . . ?
7.
It's no secret that. . .
8.
You've probably said to yourself...
9.
Think about it for a moment.
10.
Let's face it.
11.
If you sincerely want to ...
12.
I wish you could have been with me when . . .
13.
I was sure you'd want to know that. . .
14.
I can't get the image out of my mind . . .
15.
I still wake up in the middle of the night. . .
16.
I've just returned from x. . .
17.
I need to hear from you this week about. . .
18.
I don't want to waste words or paper ...
19.
I don't usually write such long letters ...
20.
We tried to reach you by phone ...
21.
According to our records, your membership has lapsed.
22.
Will you please take a moment right now to renew your membership?
23.
I want to tell you a story about...
24.
You .won't believe it.
25.
As I was passing through _____ recently, I...
26.
I've just returned from ...
27.
I want to tell you about a remarkable ...
28.
I'm writing to invite you ...
29.
I'd like to take just a few moments of your time to ...
30.
I hope you'll take a moment right now to ...
31.
Because youVe been so generous ...
32.
I'm writing you this urgent letter today because .. .
33.
It's been awhile since I heard from you ...
34.
I have exciting news for you!
35.
I'm writing you today because _____ is [are] in grave danger.
36.
Have you ever wondered . . . ?
37.
Do you ever feel. . . ?
38.
I want to share a recent experience with you.
39.
I want to give you the latest information on ...
40.
I hope you'll be as excited as I am to learn .. .
41.
Have you ever wanted to be part of. . . ?
42.
Have you ever said to yourself . . . ?
43.
If you've always wanted to ...
44.
Haven't you wondered how you could help . , . ?
45.
It's no surprise that...
46.
It's hard to believe, but...
47.
I know you'll be interested to know that...
48.
I know you'll want to be a part of this ...
49.
Let's be frank.
Questions a recipient
might ask himself
Where
did this letter come from?
What's
inside the envelope?
Who
wrote this letter?
Who
signed this letter?
Where
did they get my address?
What
do they know about me?
Why are they writing to me specifically?
How much money do they want from me?
Should I even bother to read this letter?
Can they prove what they say?
What happens after I respond?
Do I have to sign anything?
Do I have to put a stamp on it?
What would my spouse think about this?
What would my friends think?
Can this wait?
What would happen if I don't do anything?
Can I throw this thing away?
Have I received this before?
Will they put my name on another mailing list?
What's the catch?
Now
consider some of the many product questions that might leap
into your reader's
mind at the first sight of your fundraising letter:
Have I heard of this organization before?
Have I given to these people before?
Do they get any government funds?
Do they really need my help?
What difference will it make if I respond?
Are they going to send me a newsletter?
Will I get lots of other solicitations from these people?
Will they expect me to give them money every year?
How much of this gift will actually be used the way they say?
How is this different from what other groups do?
Are they going to send me a thank-you?
Have they been doing this kind of work for very long? |
Is there a local branch of this organization?
How do I know they're honest?
Who runs this organization?
Is there anybody famous who supports them?
Is there a deadline?
What do I have to do to fill out the reply card?
Is there a better solution for this problem?
How to use YOU
in a fundraising letter
1.
Thank you for ...
2.
Thank you very much for . . .
3.
Thank you again for ...
4.
As you know ...
5.
I'm writing you today ...
6.
I'm sure you'll agree that . . .
7.
With your generous support,
8.
Because you helped,
9.
You are among the first . . .
10.
You're the kind of person who . . .
11.
I know that you . . .
12.
Would you believe that . . . ?
13.
As I wrote to you recently,
14.
Did you know that . . . ?
15.
I don't know about you, but I ...
16.
Will you spend just pennies a day to . . . ?
17.
How many times have you said to yourself .
18.
You're among the few I can count on to ...
19.
I was delighted to hear from you.
20.
You're among our most generous supporters.
21.
Now, at last, you can ...
22.
You're in for a pleasant surprise.
23.
Have you ever wondered . . . ?
24.
. . . may astonish you.
25.
You may
never forgive yourself if ...
26.
The benefits to you are substantial.
27.
You can
rely on ...
28.
You'll be joining the ranks of ...
29.
None of this would be possible without your generous help.
30.
You owe it to yourself to explore this opportunity.
31.
You've helped in the past, and your generosity . . .
32.
Your membership gift . , .
33.
You're one of our most generous supporters . . .
34.
You've been with us for a long time, and ...
35.
As one of our newest members, you ...
36.
I want to tell you about ...
37.
It's people like you who . . .
38.
I know, like me, you must feel . . .
39.
You're such an important friend . . .
40.
Through the years, you've been ...
41.
You've shown just how much you are ...
42.
You may be shocked . . .
43.
You may be surprised.. . .
44.
I've noticed you haven't . . .
45.
Working together, you and I ...
46.
You're one o!' the few people who truly understand . . .
47.
You should be proud of what we've accomplished together.
48.
With your special gift, ______ can . . .
49.
Your gift can make the difference between . . .
50.
You can help them [grow strong, live a better life] . . .
Powerful ways to End a letter
1.
Thank you for caring so very much!
2.
You may not know their names, but they'll carry thanks in their hearts for your
kindness and generosity.
3.
From the bottom of my heart, thank you!
4.
Your investment will bear dividends for years to come.
5.
I'm sure you'll be glad you did.
6.
Isn't that what life is really all about?
7.
So you can't lose!
8.
Don't miss this unique opportunity!
9.
It's up to you.
10
May I hear from you soon?
11.
The future is in your hands
12.
And that can make all the difference in the world!
13.
I'm counting on you!
14.
In return, you'll have the satisfaction of knowing that . . .
15.
Together, we will . . .
16.
With your help, we'll . . .
17.
The satisfaction you'll receive is indescribable.
18.
Thank you for joining me in this ...
19.
I'm looking forward to hearing from you very soon.
20.
Together, 1 know we can . . .
21.
When you look back at this moment in history . . .
22.
Please, if you feel the way 1 do. ... *
23.
I can't think of a better gift to give our children and grandchildren
than . . .
24.
Thank you for your compassion. i
25.
I know you won't be disappointed.
26.
Please, send your gift today.
27.
And I promise to send you ______ just as soon as ...
Thank you for taking the time to help.
know I can count on you!
30.
my warmest wishes to you.
31.
You'll be so glad you decided to help!
32.
You'll be proud to be part of ______!
33.
The ______ are depending on you!
34.
______ won't forget you!
35.
I can't thank you enough.
36.
I believe you'll make the right choice.
37.
Please act today! .
38.
This is your chance to ...
39.
With your help, ______ will have a chance to ...
40.
Please show them they're not alone!
41.
The future of your children and your children's children hangs in the
balance.
51.
You helped prevent . . .
52.
When ______ happened, you were there.
53.
Have you ever felt as if. . . ?
54.
Have you ever wished you . . . ?
55.
Please believe meyou can . . .
56.
Like me, you may . . .
57.
I can tell you from my own experience . . .
58.
I've seen firsthand how you ...
59.
When you join . . .
60.
I'll be pleased to send you . . .
61.
I need to hear from you by ______ . . .
62.
I'll keep you informed . . .
63.
I'll want to keep you involved . . .
64.
It may seem to you . . .
65.
You've helped so many people with . . . !
66.
Now you can play a leadership role . . .
67.
Can you believe . . . ?
68.
Have you seen . . . ?
69.
What would you think if . . . ?
70.
Because of people like you . . .
71.
You're just the kind of person who . . .
72.
How can you, as a ______, . . . ?
73.
You and others like you are ______ s only hope!
74.
Have you ever noticed . . . ?
75.
Can I rely on you to . . . ?
76.
I hope you'll consider . . .
77.
You're someone who . . .
78.
You can rest assured that . . .
79.
You may never again have an
opportunity to . . .
80.
You're not someone to stand by while
81.
Your gift really will make a difference.
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