First,
know your donors: Beginning with an updated list of past donors is key — they will likely give again and may even increase their donations over time. Make sure to have a good, well-targeted, updated mailing list for new prospects as well.
In order to get people to read your letter, they must first open the envelope. Include teaser copy on the outside of the envelope. This can be as simple as a printed line saying, “We need your help.”
Early in the letter, make your case — quickly. Don’t in-kind donations for nonprofits beat around the bush. Tell about your organization or project at the top of the letter and get to the point right away. What problem will this project solve? What need will it fill?
Appeal to your donors’ hearts first with descriptions and anecdotes, then their heads with facts and figures.
If you are writing to previous donors, be sure to thank them first before you ask for more money. “Thanks for being such an important influence on our program in the past. Last year’s fundraiser was such a success, we’re inviting you to help again …”
Also, lose the hype. Don’t exaggerate or over-extend yourself. Nothing will destroy your credibility faster than sounding like a used-car salesperson when raising funds for a good cause.
As with other sales letters, longer copy pulls better in fundraising letters. I know, I know, “Nobody reads long letters.” While most people won’t read every word, the more you can tell the reader about the benefits of giving, the better response you will receive.
Another reason for long copy is with a good fundraising letter, you should be able to start reading at any point in the letter and still know what it is about.
It’s much harder with a one or two page letter to state your case in a number of different ways than it is with a four page letter. With a longer letter, you have much more room to convince the reader to give.
Don’t forget to ask for the money! Don’t just tell them about your program, ask directly for their help.Also, tell them how much to give so they have an idea of what is needed. “Our education program needs 25 computers, at $2,000 each. If you can’t afford a whole computer, a donation of only $200 will buy a printer.”