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Donor-Centric Appeal Letters
Strategies to Boost Donations
Pamela Growpamelagrow.comsimpledevelopmentsystems.com
Thursday, March 21, 2013
Who am I?
Publisher of The Grow Report, the only free weekly eNews for small nonprofitsCopywriterCreator of the course, Direct Mail Fundraising | The Basics & More!Founder of Simple Development Systems, an online training program for nonprofits
Thursday, March 21, 2013
GoToWebinar
GoToWebinar support phone number should you need it
1(800) 263-6317
Thursday, March 21, 2013
What makes a
successful appeal?
•It’s donor-centered•It has a strong ask•It tells a story•No jargon•Emotion
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Same old way
“Now in existence for over 30 years, XYZ organization continues to strive to expand its programs and offerings to the community. We hope that you will be able to take part in one or more of the many exciting events that we are offering this year and experience firsthand the pride we take in supporting our cause.”
Thursday, March 21, 2013
Centering it around your donor
We couldn’t have done it without you.
Have you ever wondered...?
Throughout the years your support has made possible...
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“All fundraising copy should sound like someone talking.”
George Smith - Tiny Essentials of Writing for Fundraising
Thursday, March 21, 2013
“Remember: if your letter is targeted at everyone, it’s targeted at no one.”
Jerry Huntsinger
Thursday, March 21, 2013
Emotion examples
“You could say Smokey had been through fire. Specifically “firecrackers” at the hands of some cruel children. When she arrived at Best Friends, she was incontinent because of her injuries and, understandably, very cautious around people.”
Thursday, March 21, 2013
"Don't start by writing. Start by feeling. Feel, and feel passionately, and the
emotion you feel will come through the spaces in between the words."
Indra Sinha
Thursday, March 21, 2013
“Share measurable results of what you have achieved with other donor’s gifts.”
Penelope Burk
Thursday, March 21, 2013
“Your call to action requires immediate action.
Not think about it and respond eventually. Not
become generally predisposed to agree with
the cause. Respond. Now.”
Jeff Brooks - The Fundraiser’s Guide to Irresistible Communications
Thursday, March 21, 2013
“Under most conditions, a two-page letter will
produce more money than a one-page letter and a
four-page letter will produce more than a two-
page letter ”Jerry Huntsinger
Thursday, March 21, 2013
Ask for money, not “support”
“Send a gift today of $25 or more.”
“Your gift of $____ makes it possible...”
Ask early! Ask often!
Thursday, March 21, 2013
I can’t thank you enough.
Thank you for caring so very much!
Thank you for your extraordinary compassion and commitment to helping children in need.
With my sincere thanks and appreciation this Memorial Day.
Thursday, March 21, 2013
P.S. ExamplesP.S. You can renew online on our website at www.bestfriends.org/renew or even give us a call at 435-644-2001. I also invite you to visit your furry friends at the Sanctuary anytime. The animals are always happy to see their friends!
P.S. Each Memorial Day I do two things. I bring Peggy flowers, to tell her how much I still love her. And I give a gift to Sharp HospiceCare, in her name…because they cared for her when she needed them most, and now Sharp needs me.
Thursday, March 21, 2013
But what about design?
Always use a serif typeface for body copy.
Never use sans serif. (Promise me.)
Thursday, March 21, 2013
Sans vs Serif
Comprehension levels: Good Fair Poor
Serif 67% 19% 14%
Sans serif 12% 23% 65%
From Colin Wheildon, Type & Layout
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•Make them bigger
•Make the type bigger
•Don’t forget the boxes
Reply forms
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•Too much “I, me, mine”
•Sans serif font
•Copy is not broken up
•Impersonal
•No direct ask
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•Strong, donor-centered open (Because you were there)
•Warm, personal, emotional
•Extraneous details removed
Results: doubled
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RecapFocus on your donorMake it easy to readLose the jargonStory, not statisticsDon’t forget to askExactly what you’ll do with it if they make a donationProof that it will get where it’s supposed to go and have real impact
Thursday, March 21, 2013
Your best resources
SOFII, the showcase of fundraising innovation & inspiration
How to Write Fundraising Materials That Raise More Money - Tom Ahern (subscribe to Tom’s enews too at his site)
The Fundraiser’s Guide to Irresistible Communications - Jeff Brooks
How to Write Successful Fundraising Letters - Mal Warwick
The Ultimate Sales Letter - Dan Kennedy
Revolution in the Mailbox - Mal Warwick
Thursday, March 21, 2013
Appeal review?
Thursday, March 21, 2013