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A Featured 21st birthday gift ideas Article
Appealing Fundraising Letters Request More than Donations when Asking for Gifts

The last thing you should ask for in a fundraising
letter is a donation. You have no business asking for
money until you have first persuaded your donor that
you deserve her attention, value her time, appreciate
her as a person, and want to partner with her in
turning the world upside-down. Your donor comes
first. Your request comes last. That's why your
fundraising letters need to be appealing in more ways
than one.

They should appeal to the interests of your
donors.

Every donor has an itch that needs scratching. For
some donors, that itch is anger. Angry donors give to
organizations that assuage their moral outrage.
Mothers Against Drunk Driving has a few donors like
that. For other donors, their itch is compassion. In a
world filled with such deep human suffering, they feel
compelled to help those less fortunate than
themselves.

Your job as a direct mail fundraising letter writer is to
find
your donor's itch and scratch it. In other words, your
job is to discover why your donors give, and then
give them that reason to give to your organization.
Which means every appeal letter you write needs to
appeal to your donor's interests, not yours.

They should appeal to the rational side of your
donors.

Even emotional appeals are based on a rational
proposition. They don't just show you a photo of a
starving child and ask you to mail a cheque. They
instead show you the starving child, enumerate the
causes of the starvation (most of them man-made,
usually), describe what the non-profit is doing to end
the starvation, show how the donor's support will
make that happen, and then ask for a donation.
Appealing fundraising letters don't just play on
emotions. They appeal to the need that all donors
have to know that their financial support is realistic
and useful.

The most successful fundraising letters today are
appealing. They look appealing. They sound
appealing. And they state their case for support in
terms that resonate with donors, making the cause
and the request for funds too appealing to pass
up.

? 2006 Sharpe Copy Inc. You may reprint this article online
and in print provided the links remain live and the content
remains unaltered (including the "About the author" message).

About the Author

Alan Sharpe is president of Raiser Sharpe, a direct mail fundraising agency that helps non-profit organizations raise funds, build relationships and retain loyal donors. Sign up for free weekly tips like this at RaiserSharpe

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