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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. A post script is a last-chance effort to summarize your whole letter and get your readers to act on it. As with any direct mail piece, it's good to make follow up phone calls one or two weeks after you mail the letter. Article: This sketch may be freely published in your ezine, on your website, or in a print newsletter provided that 1.You print the lead item in its entirety, unchanged, 2.You include a byline and the resource box at the end, 3.You notify the inventor of intent to publish ? please send a courtesy copy of your publication or a link. How to Write a Fundraising Letter (c) 2002 By Linda Elizabeth Alexander The key to a successful fundraising make a pilgrimage is writing a good letter. This may sound intimidating at first, but fundraising letters contain many of the same elements as any good sales letter. First, know your donors: authorship 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 beat thereabouts the bush. Tell almost 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 in the foreground you ask for more money. 'Thanks for organism such an important influence on our program in the past. Last year's fundraiser was such a success, we're inviting you to help still ...' 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 mastery 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 backward the benefits of giving, the outstanding 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 some 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 serve a whole computer, a donation of only $200 will buy a printer.' You will get donations of at least $200. Appeal to readers' sense of urgency by providing a deadline. 'We need these funds by January 1 in order to carry out out our spring awards event.' If you don't get them to act right away, they probably won't act at all. For the maximum reply, include a return envelope. Make it easy for people to donate by telling them how! 'Just rime the box on the reply card and mail it with your define in the enclosed, postage paid reply envelope.' It may sound silly to you, but people respond to facile instructions. Remember to include a PS at the bottom. The bulk of your letter will go unread by most of your readers. A post script is a last-chance effort to summarize your whole letter and get your readers to act on it. As with any direct mail piece, it's good to make follow up phone calls one or two weeks consistent with you mail the letter. Ask if the letter was received and if you can speech any questions. Of course, you won't cosmically reach the right person, but if you follow up you greatly increase your prospect of getting a donation. Writing successful fundraising letters isn't rocket science. These tips are based on years of trial and error; if you follow them wisely your hit the trail will be successful. Plan early, be organized, and the letter writing will take care of itself! ===================================================== Linda Elizabeth Alexander writes marketing copy for nonprofits. When a deadline looms and you're overworked and understaffed, contact her to come to your rescue. http://www.write2thepointcom.com mailto:lalexander@write2thepointcom.com =====================================================
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